In the latest collaboration between Nike and TITAN, the Manila-based basketball specialty brand tells its decade-long story as it proudly proclaims that it is here to exist among the best set of brands around the world.
The design of the LeBron 17 Low “TITAN” is bold and unwavering, as seen in the deep red colorway and the strong message, “Manila to the World.” The design draws parallelisms between the brand and legendary athlete since both have made enduring legacies simply by doing the necessary work season by season. The same story of grit and determination can be traced in TITAN. And behind the scenes, their elusive Director of Design, Allyn Martin, was responsible for leading the way. He led the brand’s in-house team to work directly with Nike in designing the shoe. His portfolio also includes graphic designs, team jerseys, championship shirts, and everything in between. Despite the ubiquity of his works, Allyn has purposely shied away from the limelight.
Images — Zaldine Alvaro
In a rare interview, Allyn talked about how he turned his dream to his day job, TITAN’s momentum in the global stage, the feeling of his childhood hero scoring a double-double while wearing his design, and the value of taking things one step at a time.
What’s it like to be the designer from one of the very few Filipino brands/organizations to co-design a Nike sneaker?
Well, I can’t really take all the credit because it’s a team effort from the brainstorming to the final creation of the story, the concept. I’m just happy to be part of the process and just be able to do this with this company. It’s a really great opportunity. Not everyday you get to design a shoe with Nike.
Well, you did it two years in a row. How different is this from the last?
For the LeBron 16, we used the Agimat story as base. We picked it up from the previous LeBron Soldier 12. With this one, it’s a lot more fun because we get to tell TITAN’s story. The only difference is that we really explored a lot of stories. We decided to go with the direction of telling TITAN’s origin story through the logos. I had my teammate, Kiko, a Junior Designer, compiled logos from past TITAN campaigns. There’s a lot of hard drives, external servers that we did research in and created a pattern with all of it along with some logos I did a while ago. Then we sent some mock-ups to Nike for approval.
Nike flew the TITAN team to its world headquarters in Portland to work directly with the in-house design team. Can you describe the experience?
Sobrang saya ng trip ng yun! (That trip was very fun!) It was a dream come true for me. Day one was wild, we got to see the Nike DNA building, a secret location, where they stash all vintage shoes right from Nike’s start. [The archive collection is composed of sneakers used in all sports] like the Jordan 1 (1985) in mint condition. Kita mo yung cracks tapos yung iba signed (You can see the cracks in some of the sneakers and even the signed ones.)
There was this guy that showed us around. [We went to] the Jordan room, the Kobe room, and the LeBron room. We got to see the Nike flags in the famous entrance for all guests. We also toured the buildings, the Jordan building, and the LeBron building being constructed. The highlight of that day was [when] we met Eric Avar, the lead designer for the Kobe line. He talked about Kobe and the evolution of the Nike Adapt project.
During the whole stay, we attended a lot of meetings, met a lot of people, saw a bunch of samples that are currently available here in the market like the the LeBron 17 low.
What’s the percentage of the sneaker design did TITAN do?
I’d say at least 60 to 70%. We were particularly excited when Nike approved the logo on the tongue. Originally, we initially thought of putting the Titan fist logo on the tongue but we felt like we already did that with the Agimat’s heel counter.
Tell us the story behind the flaming barber’s chair in one of the patterns.
I wasn’t there. That was back in 2010, a few weeks after the store opening. At the middle of the night, the vintage barber chair caught fire. Since it’s a two-storey building with the retail area on the second floor and a barber shop on the ground floor. Levon got a call from the middle of the night saying “Sir, nasunog yung store.” (Sir, the store was burned.) They just rolled their sleeves and started cleaning. A week later, they just reopened like nothing happened.
Your beginnings with TITAN is nothing short of amazing. Could you tell us what happened when the brand reached out to you on Instagram?
Back in 2013, I was working on a startup gaming studio. I was new to Instagram at that time when I did a drawing of an 80’s basketball [player] and at that time there was a campaign of Graphika Manila where they ask artists to submit artworks and get featured on the giveaway book. I did the drawing, submitted it, and posted it on Instagram using the generic Graphika Manila 2013 hashtag.
A few days later, someone made a comment saying “We’re looking for a graphic design artist. We’re a footwear company.” Naturally, I went to this person’s profile. His name was Levon Rondina. At the time, he was the Design Director, my OG boss and boss up until this day. He is now the Chief Brand Officer of TITAN. A few days passed, I saw his photos with some of the NBA players during the NBA Cares [engagement] here in Manila.
After that, I messaged him. I was on the way to work that day and on an MRT ride, he called. I went outside and stood on a corner to talk to him. Then I got an interview and got a test to create a poster of a mock release of a sneaker. It was the LeBron Plum and I still have the file.
A few days later, their HR called saying I got the job. The rest is history.
How did your career develop from being a Graphic Designer to being the head of the brand’s design team?
My first project was the championship shirt of the San Mig Coffee Mixers. It was cool to see those players wearing your design while celebrating a championship. Then I transitioned to doing posters for releases, then I went to shirt design. Initially, I designed promo shirts and then eventually designed collections. Eventually, the projects go bigger and bigger as they trust me more and more up until this point.
You have also worked on animation and graphic design. Is the design process significantly different from sneaker design?
Not really. I graduated with a degree in Animation. Normally, my work experience was really about animated films. I worked on this project, Saving Sally. There’s not a lot of difference in the process. I still use what I learned in college up to this day. The method used for researching for a concept, creating the design, and up to the final output is similar. These different projects I do are parallel to each other.
What’s the most rewarding part of your job?
It levels up per project. The first one was when the San Mig Coffee Mixers wore the design I was so proud of. Then for the digital assets on social media, whenever they get posted, I get more and more excited every time. Then eventually the shirts, because I get to see people wearing my designs. My girlfriend and I actually have this game back then where we would count the people wearing my designs at the mall — my career high was 31, I think.
Do you have a lifestyle or basketball sneaker that you want an opportunity to design in the future?
I think a Jordan 1 would be a nice silhouette. The first time I saw it, I really liked the silhouette and the character of the shoe. It also has a lot of panels you can play around with.
What would an Allyn Martin-designed Jordan 1 look like?
I’m more into minimalist design and I like white sneakers. Maybe I’ll use a white base and use gold hints for a premium look. I will also use premium leather. I also like the style where they hid the graphic underneath the material then reveals itself when scratched, similar to a Lance mountain type sneaker. I guess that type of look.
Now that you have designed sneakers for your favorite basketball player. What goal stands on the peak of your list?
Hindi ko alam, eh. [laughs] (I’m not sure.) I just approach the opportunity at the moment, that’s how I think. One step at a time and one project at a time. So if there’s an upcoming collaboration, that’s great. If there’s nothing major, I just focus on brand campaigns and product launches.
Could you imagine what you accomplished in just seven years of employment with TITAN? You have designed for LeBron twice, PBA Champions, and even people at the mall.
What’s funny is that it doesn’t feel like work. For the whole seven years, the feeling is similar to what I felt in college. Aside from all the business meetings, I never felt that I’m doing work because I’m having so much fun doing the projects.
Now that the Philippines has been part of the global conversation when it comes to sneaker and basketball culture. What are you eyeing next?
Well, I can’t really say anything because I’ll get in trouble. [laughs] Right now, we’re trying to get to the level where we can be included in that conversation with bigger brands like retailers like UNDEFEATED, UNION, and atmos. That’s kind of a main goal for us, to just get TITAN out there and tell our story to a global audience. I think that’s the next step for us. Just make a bigger basketball community.
Do you have some words for aspiring designers and creators inspired by your story?
I guess for the people who share the same passion for sneakers and always wanting to pursue a career in design, believe in yourself and follow that dream. If someone told me, years ago that I’d have an opportunity to co-design a sneaker, I won’t believe them. Always keep that dream and always push yourself to be better. There’s nothing wrong with referencing someone’s work and using that as an inspiration to create something. Keep dreaming. Your time will come and when that opportunity is given to you, make the most out of it.
