UNEXPECTED MOVES
CD / Jay Kamath
Sr. CW / Devin Heatley
Sr. AD / Rance Randle
Design Director / Rasmus Wangelin
Sr. Designer / Tal Midyan
To launch Kyrie Irving’s second shoe, we decided to tout his innate ability to create one-of-a-kind moves. So, we matched five of his sickest moves with five of the shoe’s one-of-a-kind colorways. Each shoe was named, boxed, and sent to influencers – and accompanied with a social film and poster.
A social video created by Sneaker Head and rapper Jaques Slade. Jaques created this video documenting the arrival of his custom shoe box.
