BLACK VS WHITE
The incentive was to create stories that would go across Nike’s sportswear categories. One winter story and one for summer, both for the trendy consumer & both seasonally relevant. The black story is designed for winter and has ultimate protection against the elements; dwr coating for the rain, reflective laces to be seen in the dark and soft linings for the warm feeling. The White pack is made for a hot summer, very breathable and light.
I was in lead of the creative & material direction and leading the projects cross functional. The packs did very well in shops and on social media.