KD8 PRESS KIT
For the release of Kevin Durant’s new shoe, Nike wanted to create a premium user experience that spoke to both the shoe and to Kevin himself. By understanding Sneakerhead culture we were able to curate the experience to provide a deep connection to Kevin Durant, the new KD8 as well as the consumer. Easter eggs in the SKU stickers, packaging, and pin series entice the consumer throughout the unboxing process. A labeled Polaroid was a nod to Sneakerhead culture, and a shoe “selfie” mat covered in sketches and inspiration for the KD8, gave insight into the shoe’s design process and encouraged consumers to share their new shoes on social media.
Client: Nike Basketball // Art Director: Nick Ross // Designers: Sophie Electra Walsh, Jenya Andreev // Photography: Anthony Taylor