Neymaj JR Shox Total – Gift packaging

Derrick Lin


Agency: FREE.creative
Designer: Alena Kapustina
Project Manager: Valeriya Ivanova
Account Director: Felix Kachurenko
Location: Russia
Project Type: Produced
Client: Nike
Product Launch Location: Europe
Packaging Contents: Sneakers
Packaging Substrate / Materials: Metal
Printing Process: Handmade paint

We were asked to design the packaging of customised Shox Total for the Neymar JR’s pair of sneakers to celebrate the launching of his branding line. The gold sneakers are made in single copy therefore, the idea was to highlight the importance of that fact.

The packaging concept came up straight from the briefing process when Nike team asked us to keep everything in secret. What do you do with precious secrets — you lock them in the safe locker! Thus we decided to brand the actual safe with graphics you can find on the sneakers’ sole bottom.