The new Nike Free 5.0 has been billed by the athletics giant as “The most flexible shoe in history,” and have turned to the Uruguayan advertising agency, Publicis Impetu, in order to help them communicate this unique attribute through the design of the new model's shoebox. The limited edition “Nike Free Box,” might at first glance appear to be little more than a conventional Nike box, but it is designed to be a shoebox that only the Nike Free 5.0 will be able to fit into. A box that is a third the size of the original.
The “Nike Free Box,” might appear to be little more than a conventional Nike box, but it is a third the size of the original
The box has been designed as a promotional launch box for the new shoe's first customers, who will not only be surprised by the size of the box, but will have the flexibility of the trainers demonstrated to them before they even open the packaging. The shoes are so flexible that they can literally be rolled up like a pancake and the genius aspect of the campaign is that it doesn't just tell potential buyers how flexible the shoes are, it shows them. The only sticking point is that the boxes are only available for a limited time and only in Uruguay.
It's a genuinely unique idea, which is not only a great idea from a marketing point of view, but could cut back on packaging waste and emissions. This is just the latest movement from Nike to reduce its carbon footprint, as the global sports brand has promised to reduce its environmental impact by 2015. This year also saw the launch of the 'Air Force 1s', which are primarily made from cork and are dyed in a process that doesn't require the use of water or harmful chemicals. Last year, Nike also launched an app that encourages other designers to use more sustainable materials, and opened a store in Shanghai that was built entirely from trash!
This is just the latest movement from Nike to reduce its carbon footprint, as the global sports brand has promised to reduce its environmental impact by 2015
The shoes themselves form part of the 2014 “Free Running” collection, which has been based on the philosophies of Nike co-founder Bill Bowerman, who believed that a shoe's design should mould to the athlete's movements, not the other way around. This particular shoe was designed based on data gathered by Nike's sport research lab and from athletes who use Nike products. The flexibility doesn't only make the shoes easier to store, but allows for “Multi-directional flexibility”, which lets a runner's foot move freely in all directions without restriction.
Official Publicis Impetu Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He absolutely loves the idea of items of clothing that can be folded up into a tiny box. If nothing else, it would mean being able to fit more into his carry on luggage.
