Milica Denković Portfolio
FROM IDEA TO MEDIA
Forever Faster Than Him - Puma Lady Run
Speculative design project about social critique of women’s safety in public spaces.
Running shoes that helps you escape unwanted situations in the middle of the night with strangers. Using cutting edge technology. To make you jump or levitating. To make an extra fog with addition of pepper spray. Both shoes are equipped with technology that measures your sweat and heartbeat. When the levels are high, via bluetooth technology they activate the alarms of cars around, alarm in the police stations or mobile call for help. They have GPS to be easily locatable, that goes with the app WomenRun4Life where you can check all the details of the event that happened or check it live how you can help. Additional gadget to this shoes in the situation of activating alarms can be activation of cars and streets lights to blink several times. Both features can be used in the extreme situation combined with calls to police and trusted persons. The shoes are sold with bandana and the glasses against the pepper spray.
Fluxagram
Fluxagram – manual for audience
Imagine a woman, alone on a desolate street in the middle of the night, fearing that she might be harassed, attacked, or stalked.
Then start to read marketing slogans for running shoes with that scenario in your head.
“The shoes with a story” freedom for your feet, earned not given
Forever faster
Run any time any place
Where the action is
Racing will never look the same.
Runs end. Running doesn’t.
Running. Sometimes, legs feel like rocks.
But rocks under pressure make diamonds.
Running is power.
Someone who is busier than you is running right now.
Good news: it’s a leap year. You can run 366 days.
Running is not about being better than someone else.
It’s about being better than you used to be.
Set goals. Exercise. Portray positive.
Rest and relax. Smile.
Tell yourself you can do this.
Fear is for the weak and insecure.
If it doesn’t challenge you,
It doesn’t change you.
The only time you must not fail
Is the last time you try.
Nothing is over until you stop trying.
What are you training for?
Training is the opposite of hoping.
You don’t get it by staring,
You don’t get it by wishing,
You don’t get it by hoping,
You don’t get it easy.
You get it
By getting off your ass
And working for it.
There are clubs you can’t belong to,
Neighborhoods you can’t live in,
Schools you can’t get into,
But the roads are always open.
Make yourself unstoppable.
The fear of failure is what makes us fail.
If no one thinks you can then you have to.
Believe that voice that says
You can run a little faster.
That for you, the laws of physics
Are only merely a suggestion.
You have no option but to jump.
Your opponents are stronger than you.
Burn away your self-doubt
With the fire that’s beneath you.
Freedom for your feet
Earned. Not given.
All her stories are true.
She likes to run alone.
No pressure. No stress.
This is the one place she can be herself.
Look any way she wants,
Dress, think any way she wants.
No game playing.
The real purpose of running isn’t to win a race.
It’s to test the limits of the human heart.
Unleash your potential…
The ultimate game-changer.
The ultimate shoe for every occasion
A classic look that never fades
Shoes that never goes out of fashion
Where fashion meets function.
Move with ultimate comfort
The sneaker that’s always on point.
The sneaker that never disappoints.
Let your shoes
Do the talking really loud
The shoe that makes you feel alive.
The perfect fit for the perfect run
There is no finish line…
Are you fast enough?
This is a cut-up slam poem completely made-up from ads slogans for running shoes taken from the biggest sports companies such as
Nike, Rebook, Puma, Converse, Adidas.
The project was presented at the opening of the festival of Queer and Feminist Culture Smoqua held in the cultural center Palach in Rijeka (Croatia).
