In a massive effort lead by Jay Kamath, we developed a launch campaign for Kyrie Irving's second signature shoe. Each shoe's color-way was named after an unexpected move, highlighting Kyrie's playing style. In addition to the launch films, seven limited edition shoe boxes were designed and sent to social media influencers. Inside each box was a pair of Kyrie II's and a specially created insert.
ROLE: ART DIRECTION, DESIGN, & PRODUCTION
Working with Nike we developed an opportunity to partner with Krispy Kreme to bring the final Nike iD Kyrie 2 colorway to life. Custom shoe boxes designed to resemble the iconic doughnut were extended upon by Nike for the "Sweet Moves" Tour, in a custom wrapped Nike iD truck. Limited quantities were available for purchase.
ADWEEK • HYPEBEAST • ESPN • SNEAKER NEWS
Inside each Kyrie 2 box we included a special insert. The Ky-Razzle Dazzle came with a deck of cards. Face cards and the Joker were designed to resemble Kyrie, while the ace of spades ties directly into the launch film. The custom typography and iconography is based on Kyrie Irving's mark. Additionally, 100 decks were given out to the first 100 members to buy a Kyrie 2 with Razzle Dazzle iD strap.
Kyrie isn't short on moves, in fact the team created seven in total for the campaign, from the “Kyrie-effect” to the 'Kyrie-Inferno' even the 'Kyrie-Oke'.