While the world is going 3D, sportswear brand FILA, is going 2D. To launch its new range of colorful shoes and accessories, the brand collaborated with Korean artists 1000D and 08AM to create toys, shoes and bags as well as a replica FILA store, all made out of paper.
Visitors to the FILA store were encouraged to wear giant cartoon heads to transform themselves into one of the paper characters, and to continue on their day as a paper toy. The store featured the paper art in conjunction with its actual product, and the artists even created kits so that others could put together their own FILA gear.
It is a playful and interactive campaign that engages customers, and promotes the product in a unique way.
See the photos FILA Paper Art collaboration below: