Promo To Retail: The Nitro Program
How do we get eyes back on Jordan Sport Product?
That was the question our team was throwing around when we came up with the concept for this initiative.
At the time Russell Westbrook was one of the most photographed athletes in the league, not necessarily for what he was doing on court, (which was equally as groundbreaking) but for a sneak peak at the wild and crazy outfits he would wear.
This sparked the idea to use this tunnel moment as a pathway to getting our product in front of as many eyes as possible. Russell walking in the tunnel with countless shoes shrouded in unique packaging was a first of its kind and quickly sparked a wave of athletes and other brands trying to replicate the buzz they saw Russ receiving.
This concept subsequently spearheaded our PE to retail initiative, The Nitro Program where we use our Promo/PE footwear as a means to gauge the appetite of the consumer early, allowing our team to then take certain concepts to retail at a later date with confidence.
Creative Direction - Kelsey Amy
Footwear Color / GFX / Material Design - Kelsey Amy
Marketing - Kelsey Amy / Cameron Shick
Packaging Concepts / GFX - Kelsey Amy
Packaging Build: Recon
THE ONE THAT STARTED IT ALL
"Inspo and Ideation"
90's Nostalgia,
but make it footwear
Let's elevate beyond just the shoes.
Dope packaging will create an experience.
Hell Yes! Let's Build!
Can we get closer to the real thing?
Very tired...
"
While the bright green and orange shoes are certainly worth checking out, it’s the packaging that really takes the Super Soaker-inspired kicks to the next level. The toy has always sat on shelves in a simple half-exposed cardboard box with a big zip-tie around the soaker. Of course, Jordan is quite brilliantly recreating this. You won’t find a traditional box here, rather a near-perfect recreation of the original water gun,
"
All it takes is one small ember to start a fire....
Here comes the competition, time to pivot.
But first, let's give the consumer a piece of the dream!
We can't just give people a standard shoebox. How do we create something reminiscent of our original promo box that can handle shipping and receiving constraints?
...To Retail
From Promo Only...
