Nike x Sports Direct training boxes

Clare Tuckett


A box with a difference - when asked by The Box Crew London to work on a project for Nike to create a box that contains contents to support and engage retail store staff during a staff training event at The Hive, London, we took an innovative approach.

Working with The Box Crew London designs and brief we took on the task from ideation to delivery, including box and sleeve design, materials selection, creating a Nike x Sports Direct logo, personalised bingo and Top Kicks Top Trumps style cards, carefully selecting the contents to ensure the Sports Direct staff would keep and re-use the box.

Under the direction of The Box Crew London we included both Nike and Sports Direct personal touches in the box design including a floorplan of the new Sports Direct Oxford Street store (supplied by our retail team), some lesser-known fun facts about the store and a welcome message on behalf of Nike and The Box Crew. All of this was tied together with a shoelace for that extra little brand touch.

The aim of these types of training events is to nurture and support the Sports Direct store team, really engaging with them at product level and encouraging them to learn and grow, so this messaging was threaded through all elements contained within the box.

This was a fun project to work on, we are really proud to be able to be a part of such an important day for the Sports Direct teams.


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