Erik Hernandez
Flat lay of cleat materials and tools on a green cutting mat, with a yellow last, a pink sole pattern, white sample uppers, mesh swatches, laces, a rose gold logo badge, and scissors.
Twelve first-round cleat sketches in grey marker in three rows of four, from classic low cuts to sock-collar designs with mint and rose gold accents.
Second-round render of a grey low-cut cleat with a mint heel pull tab and white midsole, lateral and medial views side by side, with a top view of the lacing.
Second-round render of a grey cleat with mint stripes across the upper and a white midsole, lateral and medial views side by side, with a top view of the lacing.
Second-round render of a grey sock-collar cleat with mint lace accents, lateral and medial views side by side, with a top view of the lacing.
Second-round render of a dark grey sock-collar cleat with a mint-edged heel tab, lateral and medial views side by side, with a top view of the lacing.
Second-round render of a grey sock-collar cleat with a tonal grey midsole, lateral and medial views side by side, with a top view of the lacing.
White line art of the cleat on black, three views of the upper's pattern pieces with the SHUGO wordmark and logo mark.
Factory blueprint for the plate mold, with medial, bottom, lateral, and top views, cross sections, and 3D renders of the stud shapes.
The Zero in cream with a grey camo mesh panel, a SHUGO wordmark on the quarter, and coordinates printed at the heel, lateral side view.
Photo montage of the Zero, with a royal blue and white Chicago pair on chrome blue plates, a white and mint pair on rose gold plates, a mint heel with a rose gold badge, cream laces, a rose gold plate close-up, the mint pull tab, a cream outsole, a cream pair at three-quarter view and from above, the SHUGO plate badge, a mint eyelet badge, coordinates debossed on a cream heel, and a rose gold plate from below.
Rows of SHUGO cleats and trainers laid out on the diagonal, in black, white, mint, cream, grey, and royal blue colorways.
SHUGO TR trainer montage, the black colorway in side, sole, and top views beside a white outsole with the SHUGO wordmark, a grey heel with a chrome counter, and a royal blue pair.

World Baseball Classic 2023

Puerto Rico colorway mood board on pegboard, with flag-striped plate sketches, cleat sketches, an Old San Juan street, a flag, and a floral print.
The Puerto Rico Zero in sky blue with a coral hibiscus print on the heel and a red plate, lateral view in front of a terracotta disc.
Heel of the Puerto Rico Zero, Puerto Rico lettering and hibiscus print in coral above a flag pull tab, on deep red.
Close-up of the flag pull tab, rose gold SHUGO badge, and red and white striped tongue, on deep red.
Puerto Rico plate, red and white stripes with a white star on a blue heel, photographed on blue.
The Puerto Rico pair at three-quarter view on grey stone against a terracotta wall.
The Puerto Rico pair from above on blue stone, with striped tongues and Old San Juan sockliners.
Looking into the pair, sockliners printed with the colorful houses of Old San Juan, on a terracotta disc.
Close-up of the sky blue forefoot with white lace cage and SHUGO wordmark, on peach.
Marcus Stroman pitching in the Puerto Rico colorway cleats.

Brief

The Zero was the first SHUGO cleat, built for Marcus Stroman and named for his number. It had to carry the new brand’s quiet luxury onto the mound without giving up anything a pitcher needs.

Process

Early concepts explored classic, dynamic, and modern directions alongside a range of plate designs. Marcus chose five to develop into detailed renders, and the plate was refined into a sculpted, faceted design. A companion trainer was designed for off-field wear, and both styles launched as the Origin collection, in colorways drawn from key moments in Stroman’s life. A special-edition Puerto Rico colorway followed for his appearance at the 2023 World Baseball Classic.