Nike has found a fitting way to showcase the extraordinary flexibility of its new shoe, packing them in boxes a third of the usual size. Uruguay-based advertising agency Publicis Impetu came up with the campaign for the Nike Free 5.0, the most flexible athletic shoe in history, by producing a miniature box.
It’s a great way to show rather than tell customers about the shoes’ unique selling point and it’s sure to surprise people who buy them during the limited edition promotion.
The shoes are part of the 2014 Nike Free running collection which is based on the philosophy of coach and Nike co-founder Bill Bowerman. He believed that design should focus on the athlete’s body and movement rather than on the shoes themselves.
Designers crafted the new 2014 Nike Free Trainer 5.0 with versatility across strength and cardio training top-of-mind. For the first time, the outsole features hexagonal flex grooves to help athletes move naturally and be more agile. An anatomically-shaped heel promotes greater control and the adaptive fit allows for a comfortable, customized lockdown fit.
The hexagonal flex grooves were inspired by data gathered at Nike’s sport research lab as well as information from athletes. They offer “multi-directional flexibility,” enabling the runner’s foot to move freely in all directions.
Sadly, the Nike Free Box is available for a limited time and only available in Uruguay. If this packaging system was introduced worldwide, it could cut back on packaging waste as well as emissions and energy consumed by transport, as fewer journeys would be needed to deliver the products to stores.
Nike is taking steps in the right direction but, all too often, packaging is used as a sales gimmick rather than an opportunity to save resources. We would like to see the fashion industry create long-term solutions to the environmental crisis, designing packaging to increase sustainability rather than just to promote sales.