For the 2018 World Cup, Nike released brand-new Federation kits that each team wore on the game's global stage in Russia. Celebrating the themes of tradition and the future that each jersey conveys, the packaging design aims to narrate "the game as an export" through the global impact that each country has beyond its borders.
From the iconic roots, legacy and colors of Brazil and England to the movers and shakers in fashion and music of Nigeria, France, and Korea, international parcels with custom stamps, stickers and postcards have been designed to look like they were shipped and exported from the country of the jersey inside the box. Inside of the brown parcel box is a flag, jersey and tote bag for the country. These boxes were designed and created for influencer seeding.
Country-Inspired Jersey Packaging
Nike's World Cup Packaging Incorporates Global Influences
Trend Themes
1. Global-themed Packaging - Opportunity to create packaging designs that celebrate the cultural influence of different countries and appeal to consumers' sense of international connection.
2. Customized Parcels - Disruptive innovation opportunity to design packaging that resembles personal mail and creates a sense of excitement and anticipation for the product inside.
3. Influencer Seeding - Opportunity to collaborate with influencers and use customized packaging to create buzz and generate excitement around a product launch.
Industry Implications
1. Sports Apparel - Potential to incorporate global-themed packaging in the sports apparel industry, enhancing brand storytelling and resonating with international consumers.
2. E-commerce - Disruptive innovation opportunity for e-commerce platforms to offer special custom parcel options for customers, creating a unique and personalized shopping experience.
3. Marketing/advertising - Potential for marketing and advertising agencies to collaborate with brands on influencer seeding campaigns, utilizing customized packaging to amplify brand messages and reach a wider audience.