Kyrie Irving's game is full of unexpected moves. To launch the Kyrie 2, we created the "Unexpected Moves" campaign. We created 5 custom shoe boxes, films, social content, t-shirts and live experiences. The special edition boxes were shared with key sneaker influencers and Nike fans to generate excitement on social media and inspire game with each new colorway drop.
The campaign won a Grand Clio was featured on ADWEEK and covered on HYPEBEAST.
Promotional GIF made for the release of the KYRIE II "Ky-Rispy Kreme" colorway.