Nike iD Mercurial is a football boot inspired by fast cars. It has been engineered to reflect the qualities of a high performance vehicle: the boot is designed for explosive speed, it is specially contoured for ultimate traction and gives control in all conditions.
Nike offered customers the ability to tailor the footwear online to give them a unique, customised boot and they ran a competition across eight countries for a football-loving teenager to win a pair of the desirable iD Mercurial boots.
Each of the eight boxes of boots were delivered to the winners by a professional footballer who arrived in a Lamborghini which was wrapped in the same Nike iD colours of the winner’s customised boots, further reinforcing the product’s affinity with performance engineering. Tottenham’s Aaron Lennon presented the British winner with their own custom-made shoe.
The marketing campaign for the boots featured the boots in the bonnet of a sports car, and to reinforce the connection once the boots were in the consumers’ hands, design agency AKQA and Nirvana developed a shoe box that resembled the contoured, sleek shape of a car bonnet, complete with a magnetic spring opening.
The shoe box was manufactured from Chemiwood, a resin-based board commonly used in commercial model making and which has no grain and so gave a smooth, flawless finish to the boxes. Acrylic was laser-cut to create air vents and vacuum formed to create the curved bonnet shape. Once complete, the boxes were sprayed in the custom colours chosen by the winners, using actual car paint from Ferrari and BMW.
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