THE NIKE AIR MAX PACKAGING BY SCHOLZ & FRIENDS

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Scholz & Friends is one of Europe's biggest advertising agencies. The company was founded in 1981 by Jürgen Scholz, Uwe Lang and Michael Menzel in Hamburg. The company has two headquarters in Hamburg-Hafen City and Belin-Mitte.





 In place of the classic cardboard shoebox that most sneakers are sold in, Nike Air Max Packaging goes in an entirely different direction. Cushioning packaging. Made out of plastic, it takes on the form of a clear bubble large enough to comfortably hold the shoes inside. This see-through bubble with the Nike Air logo appears incredibly futuristic, giving the impression of a sneaker floating in midair. Due to less usage of materials, it also contributes to sustainability. It was designed by Ralf Schroeder from Scholz & Friends. 

This air cushion packaging idea appears to be slightly more practical than the custom cardboard box, as it allows anyone to view the shoes instantly. It is also more attractive and entertaining compared to the old box. This inventive cushion packaging perfectly highlights the main feature of this famous shoe. Other than that, it prevents any damage to the shoe during shipping. 


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