Reimagining shoebox packaging with … plastics

NBA players love their sneakers. This is probably why almost every star has a signature line of basketball shoes. With the NBA Draft and the mind-boggling Pierce-Garnett trade to the Nets (what is going on in Boston?) still dominating headlines, I decided to take a look at a creative shoe packaging design.

When you think of shoe packaging, what comes to mind? Probably some version of a cardboard box, right? It's functional and traditional, but let's face it, not the most exciting form of packaging out there.

Well, a Berlin-based agency would like to see a little more "air" in shoe packaging. Circling around the Internet is a design by Scholz & Friends that incorporates Nike's Air cushioning of the brand. The sneakers are enclosed in plastic packaging, which is said to give the sneakers an "illusion" of floating.

I reached out to Markus Mayr, head of corporate communications for Scholz & Friends, and he said the Nike packaging is right now just an idea.

"It's a pro-active innovation for Nike, a brand we all at Scholz & Friends love," he said. "Like a lot of designers try to improve the new iOS's look and feel, we tried to find a new and modern solution for a packaging, with less material to save the environment. And a best possible fit to the product."

I was curious as to what type of material would be used, but Mayr said as long as it's only an idea, they haven't thought about specific materials, but he believes there is a market for it.

"By now it's just a concept," he said. "But we would love to see it getting realized."

Apparently, one of its selling points would be a reduction of shipping damage since the shoes are enclosed in plastic. But I do have some questions. I'm not sure how you would stack these in the store. Also, I wonder how the packaging would be sealed. Would it be difficult for consumers to open the package to try on the sneakers at the store?

It's an interesting design for sure. I could definitely see Kevin Durant or LeBron James using such a modern looking packaging design.

But could this really be a reality and a new market segment for plastics? I suppose with the right design and partnership, they can come up with a package that is just as suitable as a shoebox. Or is it just a fun idea? What do you think?