Packaging for Nike 'The Opening' Stylishly Announces Its Summer Event
Laura McQuarrie — April 27, 2015 — Fashion
References: nike & packagingoftheworld
In order to generate some big buzz about Nike The Opening event in the summer, the Hovercraft Studio agency was tasked with putting together a unique promotional kit for the athletic brand. The golden kits were made absolutely unmissable by having an "over-the-top" design that put forth opulence and exclusivity.
These gilded fold-out packs were hand-delivered to 160 athletes, serving to inform them about The Opening event and provide some special swag. Items in the box included an invitation, a t-shirt, a book, mouthguard, eye black grease and a golden skull ring in the shape of the logo for the event. The attention to the details with packaging and delivery on these boxes goes above and beyond at making sports enthusiasts feel like they are extra special members of the Nike family.
These gilded fold-out packs were hand-delivered to 160 athletes, serving to inform them about The Opening event and provide some special swag. Items in the box included an invitation, a t-shirt, a book, mouthguard, eye black grease and a golden skull ring in the shape of the logo for the event. The attention to the details with packaging and delivery on these boxes goes above and beyond at making sports enthusiasts feel like they are extra special members of the Nike family.
Trend Themes
1. Luxury Packaging - Opportunities for creating high-end, custom packaging that enhances brand exclusivity and generates excitement.
2. Personalized Event Promotion - The use of personalized promotional kits to create a sense of exclusivity and make recipients feel like honored guests.
3. Experiential Marketing - Incorporating unique and memorable experiences, such as hand-delivering promotional kits, to engage consumers on a deeper level.
Industry Implications
1. Sports Apparel - Disruptive innovation opportunities include creating limited edition, premium packaging for new product launches to generate excitement and increase perceived value.
2. Event Management - Opportunities to collaborate with brands and create innovative promotional kits that leave a lasting impression on attendees.
3. Luxury Goods - Innovative packaging solutions that convey exclusivity and create a sense of anticipation and luxury for high-end brands and products.
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