Nike has put packaging at the center of a global campaign for Nike FREE, a line of shoes meant to simulate barefoot running. A promotional wrap that “celebrates the individual” has been created for the shoeboxes to highlight the footwear’s positioning for everyday athletes. Though it surrounds the box, the wrap maintains the same production parameters as the conventional shoebox and serves as a keepsake poster-a way to reinforce the alternate meaning of “free” in Nike FREE.(Campaign creative: Hybrid Design, www.hybrid-design. com; creative director Dora Drimalas; design director Caleb Kozlowski; design Sumila Mehta.)
