Project This project involved the creation of 20 extraordinary, hi-tech shoe boxes designed to launch the Nike LunarEpic Flyknit line. Working in collaboration with PR agency XYZ, the goal was to produce a limited run of ultra-premium packaging that reflected the groundbreaking nature of the shoe itself—a performance-driven runner with a unique sock-like upper and topographical outsole.

Challenge The brief required translating the advanced technology "embedded into the DNA" of the LunarEpic shoe into a physical unboxing experience. The packaging needed to be more than just a container; it had to serve as a futuristic presentation vessel that signaled innovation and performance to a select group of influencers and media outlets, including Runner's World. The challenge lay in balancing high-end aesthetics with the functional engineering required to house the specific dimensions of this unconventional footwear.

Design As Head of Design at Nicholasalexander Ltd, I led the 3D design, engineering, and fabrication of the boxes. The design mirrors the shoe's "topographical" aesthetic, featuring clean lines and technical detailing that emphasize the product's futuristic identity. The construction utilized precision fabrication techniques to create a premium, durable enclosure that elevates the reveal of the shoes, ensuring the packaging was as technologically advanced as the Flyknit material inside.

Results & Impact The final 20 units served as key assets in the global launch of the LunarEpic Flyknit, successfully positioning the product as a serious, performance-driven tool rather than just a fashion statement. By providing an exclusive, tactile entry point for reviewers and influencers, the bespoke packaging reinforced the narrative that the LunarEpic "breaks new ground" in running technology.