A peek inside the report
Selected strategy snapshots – packed with insights, these one-pagers offered a digestible way to get all the need-to-knows of each key strategy.
The Insights
What were our key findings foundational to the strategies we developed?
01
Consumers loved the One Box.
Consumers were excited about the innovative experience of the One Box and recognized its potential to redefine our expectations of online shopping.
02
But it’s hard to let go of the classic box.
Consumers feel a deep nostalgia for both the double box experience as well as the Nike’s iconic orange box, evoking special memories from childhood and creating a sense of familiarity and comfort.
03
Nike can resolve the emotional tension.
Packaging and sustainability are both deeply emotional. The One Box has the power to resolve the tension between the desire for a traditional shoebox and the desire to live more sustainably.
04
To succeed, Nike needed to go all-in.
In order to be make a real impact on both the planet and the business, Nike needed to go all-in on the One Box effort and prove Nike’s intentions and commitment.
The Outputs
Over the course of the project, we developed several outputs, each serving as a critical piece to delivering on Nike’s objectives.
Insights Playbook:
Illuminating strategic insights and recommendations for Nike to leverage.
Strategy Snapshots:
One-pagers to surface recommendations across the wider Nike ecosystem.
Optimization Brief:
Activate the learnings and arm the team with actionable, scalable insights.
Sizzle Reel:
Immerse Nike into the lives of consumers and how One Box can be a part of it.
The Insights
01
Consumers loved the One Box.
Consumers were excited about the innovative experience of the One Box and recognized its potential to redefine our expectations of online shopping.
02
But it’s hard to let go of the classic box.
Consumers feel a deep nostalgia for both the double box experience as well as the Nike’s iconic orange box, evoking special memories from childhood and creating a sense of familiarity and comfort.
03
Nike can resolve the emotional tension.
Packaging and sustainability are both deeply emotional. The One Box has the power to resolve the tension between the desire for a traditional shoebox and the desire to live more sustainably.
04
To succeed, Nike needed to go all-in.
In order to be make a real impact on both the planet and the business, Nike needed to go all-in on the One Box effort and prove Nike’s intentions and commitment.
Innovation Design
Nike: Rethinking the box
Sustainable innovation meets
consumer connection
Nike set out to tackle the global challenge of packaging waste with a bold idea: The One Box. A sleek, sustainable shoebox designed to ship on its own, eliminating excess packaging. But how do you launch a sustainability initiative that’s both impactful and emotionally resonant? This question guided our core objective – craft a strategic approach that not only supports the planet but also strengthens Nike’s relationship with both loyal fans and new audiences.
The Approach
Grounded in design thinking and driven by a multi-pronged research approach, our process began with insights from global sustainability and packaging experts to uncover shifting expectations and future opportunities for brand engagement.
We then embedded ourselves in the unboxing experience of Nike consumers – from Mexico City to Paris, Shanghai to the U.S. – through digital diaries, in-depth interviews, and hands-on testing with physical prototypes. These tools allowed us to surface emotional ties to Nike’s iconic shoebox and explore how a sustainable option could deepen those connections.
In real-time, we transformed consumer insights into tangible solutions, creating a forward-looking framework for packaging innovation that balances sustainability with brand resonance.
A peek inside the report
Selected strategy snapshots – packed with insights, these one-pagers offered a digestible way to get all the need-to-knows of each key strategy.
