Nike Kyrie 2:
Unexpected Moves

Client: Nike
Agency: R/GA
Role: Art Director
Year: 2016

Kyrie Irving is one of the most unexpected players in the game and Nike wanted to inspire fans to play with the same energy, creativity and unexpectedness as Kyrie himself. So to launch his latest signature shoe, the Kyrie2, we named and branded a series of Kyrie's most “Unexpected Moves” and brought them to life with unique color-ways, custom shoe boxes, films, social content, t-shirts and live experiences. The special edition boxes were shared with key sneaker influencers and Nike fans to generate excitement on social media and inspire game with each new colorway drop. The campaign won a Grand Clio.

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