KYRIE 5 BOSTON LAUNCH
The launch of Kyrie 5 marked an opportunity to tell an enriching and layered product, athlete, and brand story to consumers at Nike’s elevated retail locations in House of Hoops Harlem and Boston DTC. IDL was creatively challenged to express the dynamic innovation of Kyrie 5, revealing hidden technology invisible to the untrained eye.
Nike’s Boston door is located on the historic Newbury Street and brags a 3-story glass atrium visible from blocks away in every direction. Borrowing from the Third Eye Triangle that showed up on the footwear, IDL created a series of three lit pyramids that hung in the atrium, incorporating the shoe sole pattern and product logo to attract and engage holiday shoppers.