In Fall of 2014 Nike launched an innovative new line of training equipment that included a variety of pieces enabling the modern athlete to train anywhere. Included in the offering were jump ropes, resistance bands, strength training balls, a training mat, training roller, and a training kit.
The challenge of the packaging design project was to create solutions that celebrated the utility and uniqueness of the line. Paramount in that challenge was to allow the consumer an engaging sensory interaction with the product. One distinction with the line is the attention to craft and detail around tactile experience for the athlete. The packaging echoes the modern angular aesthetic of the products themselves, incorporating faceted forms and angled die-cuts. The dark color palette is comprised of metallic inks and a UV varnished pattern for contrast against the bright materials of the line. The design execution is consciously paper based in an effort to use recyclable material.
Nike packaging