For NBA player Kyrie Irving's 5th signature shoe, we created a design system evocative of the 'Black Magic' colorway featuring distorted photography and type, inspired by glitch graphics.

To convey Kyrie’s speed and court vision, we drew inspiration from screen glitches as a metaphor for his movement. This element extended across all applications to create a memorable look and feel for the season.

The campaign extended across digital and physical executions, including retail.

Credits ↓

Creative Director: Matt Luckhurst, Design Director: Will Geddes, Junior Designer: Andreas Pranoto, Jun Ki Hong, Motion: Blake Piyathanapong

Nike: Design Director: Darien Birks, Project Manager: Dina Worley

Nike Kyrie 5