Staying connected with outdoor enthusiasts to understand their needs is key to the development of sought-after products. This idea of connection has inspired the business model pursued by All Triangles, a brand-strategy consultancy that opened its doors just last month in the French outdoor hub of Annecy and helps brands specializing in climbing and other outdoor sports to develop new footwear concepts.

Its premises include a large indoor climbing wall that is open to local climbers free of charge. The idea is to create a community hub that will allow All Triangle to keep in daily touch with climbers in order to come up with new concepts that meet their actual needs.

The company has a team for design, R&D, pattern making, prototyping, human relations, data science and marketing. They all work together to create real prototypes for new shoes, rather than virtual projects, using an in-house footwear prototyping workshop to test and validate projects quickly.

The agency is run by Julien Traverse and Sébastien Peyrolles, two Frenchmen who have acquired solid experience in the sports industry by working for brands such as Salomon and The North Face. After identifying a need in the market, they invested all their savings into the new business. The company is already working with TNF on the development of several shoe concepts, which are due to be released in 2021 or 2022.