Kyrie Irving is one of the most unexpected players in the game and Nike wanted to inspire fans to play with the same energy, creativity and unexpectedness as Kyrie himself. So to launch his latest signature shoe, the Kyrie2, we named and branded a series of Kyrie's most “Unexpected Moves” and brought them to life with unique color-ways, custom shoe boxes, films, social content, t-shirts and live experiences. The special edition boxes were shared with sneaker influencers and fans.
Client: Nike Basketball
Agency: R/GA
Role: Art Direction, Design
Year: 2016

Collabrators: Jay Kamath, Rasmus Wangelin, Sammi Needham, Billy Burkert, Steven Conaway.

All projects made by Tal Midyan and
collaborators. ©2019.