NBA球队“迈阿密热火”将为其传奇球星韦德树立一座铜像，以赞颂他对城市和球队的贡献。
韦德的签约品牌李宁将借此契机推出一款铜像限量版球鞋，并委托我们为之设计限量鞋盒，借机在中国做借势营销活动。
但挑战是：
1韦德退役多年，影响力降低；
2铜像事件在美国与中国球迷关联度弱；
3中国的韦德粉丝无法真正参与发布仪式。
我们该如何利用这一12000km之外的事件造势？
何种限量包装才能做到驱动成功的营销？
我们的答案是：不把它当做一个鞋盒，而是把它当做一个装置来设计
通过开启这个“装置”，可以让韦德的粉丝以另一种形式参与铜像揭幕，感受这份激情。
同时，我们要让它成为一个可以为influencer内容创作提供素材的装置，所以在设计中提供了大量与韦德及迈阿密相关的内容。
比如：盒子的纹理即是迈阿密的城市地图，韦德logo位置当好在迈阿密热火球馆的位置上；
整个盒子就像一个铜像开模的混凝土磨具，将岩浆灌注其中；
盒子打开可以看到韦德铜像的标准pose，这个pose成为了承装鞋子的结构。
城市，热火，铜像，融为一体。
超1000 influencer制作原创视频在tiktok和red note上分享，超过2000网友自发分享和转发，
单条推文点赞数超5万，
微博热搜榜第六，
整个事件触达近3亿人，
李宁品牌美誉度大大提升。
销量方面，限量款球鞋开售三秒内售罄，二手市场溢价超50%，李宁广州店单日单款产品销量破10万美元，打破中国球鞋单款单日销量记录。
The NBA team, the Miami Heat, will erect a bronze statue for its legendary player, Dwyane Wade, in praise of his contributions to the city and the team.
Li Ning, the brand Wade is signed with, will take this opportunity to launch a limited - edition statue - themed sneaker. And they commissioned us to design the limited - edition shoebox, aiming to conduct a promotional marketing campaign in China by taking advantage of this event.
However, the challenges are as follows:
Wade has been retired for many years, and his influence has declined.
The statue - unveiling event has a weak connection with fans in the US and China.
Wade's fans in China are unable to truly participate in the launch ceremony.
So, how can we create a buzz around this event that is 12,000km away? What kind of limited - edition packaging can drive a successful marketing campaign?
Our answer is: Instead of regarding it as a shoebox, we should design it as an installation.
By opening this "installation", Wade's fans can participate in the statue - unveiling ceremony in another way and feel the passion.
At the same time, we want to make it an installation that can provide material for influencer content creation. So, we have included a lot of content related to Wade and Miami in the design.
For example: The texture of the box is the map of Miami city, and the position of Wade's logo is just right at the location of the Miami Heat's stadium; The whole box is like a concrete mold for a statue, with magma poured into it; When the box is opened, you can see the standard pose of Wade's statue, and this pose has become the structure for holding the shoes.
The city, the Heat, and the statue are integrated into one.
Over 1,000 influencers created original videos and shared them on TikTok and Red Note. More than 2,000 netizens shared and forwarded them spontaneously. A single tweet received over 50,000 likes. It ranked sixth on the Weibo hot search list. The entire event reached nearly 300 million people. The reputation of the Li Ning brand was greatly enhanced.
In terms of sales, the limited - edition sneakers sold out within three seconds of going on sale. The premium in the secondary market exceeded 50%. The sales of a single product at Li Ning's Guangzhou store exceeded $100,000 in one day, breaking the record for the daily sales of a single Chinese sneaker product.