In a groundbreaking partnership, Under Armour has teamed up with hip-hop sensation A$AP Rocky to launch an exclusive sneaker that redefines luxury in athletic footwear. The new SRLo sneaker, designed by Ty the Rapper himself, is gaining attention not only for its distinctive style but also for its innovative packaging, which is crafted to impress executives, magazine editors, celebrities, and high-ranking Under Armour officials.
The packaging project, led by Eric Zimmerman and his dedicated team under tight deadlines, involved creating a unique dual shoe box featuring a combination of rope, carabiners, custom cloth bags, and corrugated materials. This intricate design allowed the package to be worn around the neck, adding an element of portability and flair.
From initial meetings to final delivery, the project required sourcing unique materials and undergoing multiple rounds of samples, renderings, and fittings. The final product, praised for its ingenuity and execution, extended beyond the initial limited run, evolving into a larger production due to its overwhelming reception. The meticulous attention to detail and creative approach not only met but exceeded expectations, demonstrating the team’s exceptional capability to innovate and deliver under pressure.
This project stands as a testament to our commitment to excellence and our ability to push the boundaries of conventional design, setting a new standard for future initiatives.
Check out this quick video of A$AP Rocky giving Trevor Noah the shoes before they were released!
