Nike Basketball: Kyrie2 Unexpected Moves

Kyrie Irving is one of the most unexpected players in the game and Nike wanted to inspire fans to play with the same energy, creativity and unexpectedness as Kyrie himself. So to launch his latest signature shoe, the Kyrie2, we named and branded a series of Kyrie's most
“Unexpected Moves” and brought them to life with unique color-ways, custom shoe boxes, films, social content, t-shirts and live experiences. The special edition boxes were shared with sneaker influencers and fans.


Client: Nike Basketball
Agency: R/GA
Role: Direction & Design
Design Team: Rasmus Wangelin, Tan Midyan, Billy Burkert, Steven Conaway
Collabrators: Jay Kamath, Sammi Needham, Nick Parisi, Warren Kinney