Nike Basketball came to us looking for a way to launch Kyrie Irving's latest signature shoe, the "Kyrie II." The challenge: write bad puns based on Kyrie Irving's name and then come up with shoe ideas based on those puns. For each shoe we came up with a script, a unique packaging idea, a logo, and a colorway. They all turned out great, but when all was said and done, it was hard not to walk away with a clear favorite, "The Ky-rispy Kremes".
In fact, Nike liked the idea so much that they decided to take it one step further.
This truck drove across the country during the NBA finals, stopping in Portland, Baltimore, Cleveland, and New York.
Each day, the truck's location was announced via Snapchat, and fans lined up around the block to get a taste. Influencers, sneaker-heads, and industry bloggers, all picked up on the shoes.
The NBA on TNT crew even spoofed them with their own version, which they dubbed the "Air Force Yums".
We made some other neat shoes too.
While my personal favorite idea, the "Ky-way to the Danger Zones," did not make it past the concepting round, "The Kyrie-okes" did.
I suppose it was a fair trade.
And last but not least, we have the "Ky-reer High".
A Cavs-themed colorway celebrating the anniversary of Kyrie's career-high 57 point game.
The box is made of mahogany. Or walnut. I can't remember. It's nice though.
ECD: Sammi Needham
CD: Jay Kamath
Copy: Scott Steele
AD: Arthur Petrillo, Kengo Olsen, Tal Midyan