To launch the new adizero F50 boot, 120 exclusive presentation cases were sent to celebrities,select press and influential bloggers.
The process of opening the box was designed to be a tactile and engaging experience. A single personalised boot is displayed, jewel-like, held invisibly by a hidden magnet.
The glow edge perspex lid slides off to reveal a high-gloss foiled inner box. Below a personalised F50 shirt, miCoach sensor components are presented in a cut foam recess with a second personalised boot hidden in a compartment below.