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Nike Kyrie 2 - Unexpected Moves

Art Direction / Design / Box Design

Kyrie Irving is one of the most unexpected players in the game. To launch his new basketball shoe, the Kyrie 2, we created the "Unexpected Moves" campaign. We named and branded five 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 sent to Nike influencers who helped create conversations and drive awareness.

Design Direction: Rasmus Wängelin
Art Direction: Rasmus Wängelin & Tal Midyan
Creative Direction: Jay Kamath
Design: Martin Berggren, Josh Kopika, Billy Burkert, Steven Conaway

Client: Nike  •  Type: Campaign, Digital Design, Shoebox Design  •  Produced at: R/GA

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UNEXPECTED MOVE #1 - THE KYRIE EFFECT

Discovered by Professor Kyrie Irving, this groundbreaking theorem allows Kyrie to calculate and knock down even the most improbable shots.

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UNEXPECTED MOVE #79 - THE KY-RISPY KREME

Get buckets by the dozen in the KYRIE 2 Ky-Rispy Kreme. Guaranteed fresh.

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UNEXPECTED MOVE #86 - THE KYRIE INFERNO

Speed is just one element of Kyrie Irving’s unexpected arsenal. Defenders never know when he will turn on the burner’s and fly on by.

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UNEXPECTED MOVE #12 - THE KYRIE-OKE

Automatic from deep. Auto-tune on the track.

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UNEXPECTED MOVE #464 - THE KY-RAZZLE DAZZLE

When The Great Kyrie Irving performs this trick, any chance of stopping him is merely an illusion.

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