TUBE STEAK PR BOOGIE
NIKE 6.0 WINTER 2008 PR KIT
Every season, a wave of PR materials is hurled at magazine editors. New product fights for that good look, hoping to get written up and sold out. When we packaged Nike 6.0’s Winter PR Kit, it had to hit hard to emerge from the blur. Envelopes were little. Boxes were boring. So we stuffed our tubes. Big as trashcans, the tubes were packed in with Nike 6.0 product, dropping on the press like megaton dope bombs. Their unique shape called out to be noticed. Bright orange painted on the dark black background was an abstract vision of iconic Nike kicks. Lifting the lid revealed a fluorescent orange sea of shoelaces, demanding to be explored. A stash of 6.0 gear was hidden inside: one pair shoes, one sweet hoodie, one custom 6.0 pop-color branded notebook and of course, the 6.0 winter catalogue.
