The Nike Free 5.0 is billed as the most flexible shoe in the world. To show off the minimalist runners, Nike had a special new box designed, which uses one-third the material of other boxes.

The above advertisement created by Uruguayan firm Publicis Impetu perfectly captures the conceptual thriftiness of the lightweight, ultra-flexible shoes: A set of hands armed with a box cutter and some paste trims a regular-sized Nike box down and crams a pair of Free 5.0 in.


Even though the redesigned boxes are apparently only special editions, it's lovely to think that the containers used exclusively for delivering shoes to customers might be less wasteful. [Publics Impetu via The Dieline]

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