Bumpboxx X Jordan Brand Collaboration.

The Big Idea

The power of the Jordan Brand and what the sneaker does for the athlete is supported by how the power of the radio supports the athlete in the same way.

Role

Creative Director

Problem

Jordan Brand wanted to surprise its roster with a thank you gift for being part of the team, several new pairs of sneakers paired with a custom Jordan Brand Bumpboxx, delivered together as a single cohesive pack. The Bumpboxx needed to feel worthy of sitting alongside the sneakers themselves, translating the vibrant elements of sneaker culture into an electronic product without losing what makes that culture recognizable in the first place.

Goals

The project presented a unique opportunity to create something iconic, drawing inspiration from the top selling Jordan Brand sneakers. With access to the company's own brand elements, patterns, logos and toolkits, the direction became clear, recreate the actual construction of the sneaker itself, the top, the midsole and the sole, as the design logic for the Bumpboxx. If the sneaker gives the player power, the Bumpboxx needed to give the room that same presence, an object worthy of standing next to the gift it was celebrating.

Work

The chosen direction was a Bumpboxx inspired by a Jordan Brand sneaker, built around a realistic interpretation of the shoe rather than a simple graphic reference. Figuring out how to symbolically recreate the sneaker around the Bumpboxx's dimensions meant mapping the top, midsole and bottom onto the physical shape of the unit, with the fine details inherent in the sneaker carried through as the graphic wrapped around it.

That same attention extended to personalization. The speaker grills were chosen as the place for each recipient's name and favorite number, a placement that also solved a production challenge, the run of Bumpboxx wraps could be completed separately while each personalized speaker grill was produced independently at the same time.

The Jordan Brand team was impressed by the iconic design, and seeing each recipient's name printed on the speaker grills was an immediate payoff. The moment carried extra weight for Bumpboxx as well, who scored a major client relationship in the process and received their own set of custom Jordan Brand units alongside the Jordan Brand team itself.

Responsibilities

Concept development, sneaker to product translation, packaging design, personalization system design, production coordination, creative direction, presentation, client facing.