Max Virkkunen: Insights from a Rising Footwear Designer

The Path to Footwear Design

Max's fascination with footwear began in his youth, inspired by rap and hip-hop culture, where sneakers held an iconic status. Initially, Max thought designing shoes was a far-fetched dream meant for others and that it happened somewhere “out there in the world.” But eventually he did decide to realize his dream and pursued footwear design studies at the London College of Fashion.

After graduation, Max began his career at Inditex, where he gained invaluable experience and a deep understanding of the business side of design. Before studying design, he had worked in the business side of fashion at a wholesale agency. This experience proved useful in his first design role, as he could understand markups and the customer perspective. “It was a way to stand out when I wasn’t yet so experienced as a designer,” Max explains

After few years at Inditex and ZARA, Max felt it was time to move on and find new creative challenges, eventually finding them at Salomon, where he now works as a designer in the sport-style division.

Balancing Creativity and Functionality

In his current role, Max balances creative expression with the technical demands of performance-driven footwear. Salomon is deeply rooted in sport and performance, though in recent years the brand has also become a staple on the feet of fashion week attendees around the world.

Working with Salomon’s functional products introduced new challenges to Max’s work. Salomon footwear undergoes rigorous testing to meet high performance standards. Products are tested both in labs and by a team of athletes who wear them and provide feedback. This process helps to find the best combination of attributes for each use scenario weather its grip, durability or stability.

He explains the intricate product development process at Salomon, where projects are led by a team of three key players: the designer, the product manager, and the developer. This collaboration ensures that both market needs, and creative innovation are met.

"Designers must dream big, while developers keep us grounded," Max shares. He highlights that the product development process often involves compromises to meet functional and market requirements. Designer’s must be able to surprise the team and elevate the brief to inspire. “I’ve noticed that if you only do what’s required it always ends up disappointing. That’s why it’s important to challenge and think outside the box to stay ahead of the market.” Max emphasizes.

For Max, design is both communication and problem solving. Designers must clearly convey the intuitive, emotional aspects of new ideas—especially to those who may not think the same way. “Especially now that I work with the sport-style sector, following intuition is much more important.” Only by doing this can you bring passion and authenticity to the products.

Technology and Sustainability in Design

Max is highly interested in how technology is reshaping the footwear industry—from advanced tools like 3D modeling and printing to sustainable innovations. At Salomon, teams are exploring recyclable materials and new manufacturing techniques.

Designers increasingly use digital tools in the design process. Sketching is done in digital form and soon 3D sketching might be the new standard. “The pace that these programs are developing is fast,” he says. “Keeping up with them is essential.”

He also sees great potential in AI for ideation and market research, using it to generate concepts and gather insights into consumer behavior. However, Max believes that AI should be a tool to enhance human creativity, not replace it.

Breaking into the Industry

Max believes design thrives on playfulness and risk-taking. “When you're in school, that’s your chance to experiment without limitations. Take advantage of it,” he urges. In the professional world, freedom is often limited by market demands, but Max sees this as an opportunity to push creative boundaries.

In his opinion, employers look for passionate designers with bold ideas. New viewpoints—even radical ones—bring freshness and balance to seasoned teams. He also stresses visualization as a key skill for designers. The ability to sketch ideas—even mid-meeting on a napkin—can be a powerful communication tool. It doesn’t have to be perfect; the idea must come through. Max encourages young designers to sketch often and with a relaxed attitude to build the habit.

Max emphasizes that students must leverage their unique strengths to stand out in the competitive design industry. “Everyone has lived different lives and has their own story. Use your background and experiences to form your perspective. Cultivate your passion and stay curious.”

He also reminds aspiring designers that kindness, cultural understanding, and learning languages never hurt.

For students eager to follow in his footsteps, Max shares practical advice:

• Experiment Freely: Use your academic years to explore bold ideas without constraints.
• Master Communication: Design isn't just about creating; it's about conveying ideas effectively to diverse teams.
• Leverage Technology: Stay updated with the latest tools and integrate them into your process.
• Take Risks: Don't fear failure; every mistake is an opportunity to learn.
• Find Your Unique Voice: Identify what sets you apart and build on it.

Looking Ahead

What’s next for Max? While he finds his current role fulfilling, he acknowledges there are still many professional dreams to chase. Max looks forward to collaborating with other creatives, exploring new countries and cultures, and possibly relocating to broaden his horizons. He also hopes to expand his design work into new product categories. Ultimately, Max aspires to run his own design agency one day.