Nike Player Boxes
Making experiences personal
Details
Production
Client
Nike
Year
Team
2023
The Challenge
Nike boasts an impressive roster of cricket talent, with whom they collaborate closely. Building and maintaining strong relationships with these athletes is a top priority for Nike, and as such, they make it a point to send out gift boxes before the Indian Premier League each year to keep spirits high.
This year, however, Nike had a special request: they wanted to create a gift box that would not only catch the attention of their talent but also be shareable on social media. The goal was to design an experience that would make the athletes feel valued and recognized while staying true to Nike's brand identity.
The Solution
The concept centers on honoring and celebrating the athlete. By customizing elements around the box, we aimed to evoke a sense of achievement and recognition for the athlete's hard work and dedication. The replication of the atmosphere found in a stadium is achieved through the use of concentric circles on the packaging, which mimics the layout of a stadium and creates a sense of excitement and energy. Additionally, the inclusion of fans shouting the athlete's name adds to the overall atmosphere and helps to bring the design to life.
The respective player would have their profile made up of small squares to indicate the scale and quantity of their fans - The image is only visible from a distance so the athlete would have to capture the entire box while sharing images, this would ensure Nike’s logo is not left out.
The concentric circles in the design of the box emulate the image of fans cheering on an athlete in a stadium. As you move around the box, the scale and print of the letters change, allowing the light to reflect differently and reinforcing the rhythmic motion of sound.
