FROM SHOE BOX TO CHEER SQUAD
Art Direction + Concept Development
A Brooks sneakers concept that transforms packaging into a race-day experience.
THE CHALLENGE
How can packaging become more than packaging?
Marathon day isn't just about the runners, it's also about the energy, humor and encouragement that come from the crowd. I wanted to explore how Brooks could become part of that experience in an unexpected way.
THE EXPLORATION
I began by thinking about what makes marathon culture unique, not just the run itself, but the shared moments between runners and spectators.
One thing that stood out was how memorable spectator signs can be. They create moments of humor, encouragement and connection throughout a race.
THE SHOE BOX BECOMES THE SIGN.
THE CREATIVE LEAP
What if the shoe box became the race-day sign? Turn the packaging into something spectators can actually use, giving Brooks a place on the sidelines, not just in the shoe store.
THE EXECUTION
THE TAKEAWAY
Rather than creating another motivational running campaign, I focused on an overlooked part of race culture: the humor, encouragement and connection that happen on the sidelines. By turning packaging into part of the experience, Brooks becomes more than a product, it becomes part of race day itself.