To coincide with the launch of Nike's latest Free Run 5.0 shoe, Uruguayan advertising agency Publicis Impetu has created a limited edition shrunken shoebox that highlights the trainer's ultra-flexibility while saving resources.
Billed as its most flexible shoe yet, the trainers are folded inside the box, enabling it to be a third of the conventional size. The alternative design is more environmentally friendly than standard packaging as it uses considerably less cardboard and requires less space and energy for shipping – demonstrating how reduced packaging can have positive environmental implications across the supply chain.
A similar concept was seen earlier this year at New York's Pratt Institute graduate show – Alexander Ayers' project demonstrated an unconventional approach in which the shoes themselves formed the packaging. The footwear features flexible soles that allow the shoes to be folded around each other and secured with a simple paper band.
Reducing the amount of materials used by shrinking the packaging can be an effective initial first step towards creating a sustainable packaging supply chain. For more insight and further examples, see the Sustainability report from the Packaging Futures Industry Trend.