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
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.
UNEXPECTED MOVE #79 - THE KY-RISPY KREME
Get buckets by the dozen in the KYRIE 2 Ky-Rispy Kreme. Guaranteed fresh.
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.
UNEXPECTED MOVE #12 - THE KYRIE-OKE
Automatic from deep. Auto-tune on the track.
UNEXPECTED MOVE #464 - THE KY-RAZZLE DAZZLE
When The Great Kyrie Irving performs this trick, any chance of stopping him is merely an illusion.