Berlin agency Scholz & Friends have come up with a novel way to package Nike Air Max sneakers that goes well beyond the usual cardboard box. It’s a sort of futuristic cushion of plastic that gives the impression of a sneaker floating in midair.
It’s an apt solution, especially when you consider the tie-in between the packaging and the Nike Air Max brand. That connection becomes explicit when you notice the Nike Air branding on the packaging, so perhaps there’s a chance that this will be the new norm in the years to come.
Look for the new point-of-sale packaging surrounding your next pair of Nike Air Max sneakers. And good luck trying to resell them in their “original packaging” once you open it.