It seems kind of unusual to describe something that is not in motion as fast, but one look at the new IGNITE running shoes from Puma and it kind of makes sense. With the fastest man in the world as inspiration, Everyone Associates created packaging that captures the essence of movement without going anywhere at all.
“To accompany the global launch of the new Puma IGNITE running shoe in Times Square, New York, we were asked to create a piece of bespoke packaging to be sent out to 1,200 influential bloggers and select press. The solution had to be impactful and capture the dynamic nature of the new shoes and the hero of the launch campaign; the world’s fastest man, Usain Bolt.
“As the hinged lid is opened, a hidden lift mechanism raises the shoes and a bespoke USB into position against a backdrop of Bolt sprinting through an urban landscape. Inspired by the vibrant colourway and materials of the launch shoe, the packaging features flourescent graphics, matt finishes, contrasting high gloss varnishes and metallic foils.”
