Media Relations
Nike
Caged Zoom
Nike Caged Zoom is an air bag inside the plastic cage designed for protection and function. To improve its stability, the thickness of the sides of the cage is varied which keeps the weight down. Nike wanted us to maximize media attention around this new technology. We decided to amplify the skeletal theme. We X-rayed the shoe (with a foot inside) to show how the shoe worked and then carried the science theme all the way through the press kit’s design. This included fictional emails about the project and fake research documents from Nike’s own lab to describe how the exoskeleton worked.