Jordan x Xbox Kit

Top media agencies and celebrities received a big (as in large and heavy) surprise for the NBA All-Star Weekend in Chicago this year: a pair of Jordan III shoes, an Xbox console, and two controllers – all in a dramatic presentation box created by Premier Press and Tripleclix.

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Premier was tasked to create two different tier kits to show off the collaboration between Jordan and Xbox.

One was a fire-red turned-edge box with an Xbox logo on one side of the lid, and the Jordan logo on the other side. The lid has a subtle red-on-red iconic elephant print, and opens along diagonal-cut flaps to reveal the shoes, console, and Jordan-branded controllers nestled into a black foam interior.

Impressive in its own right. But wait until you hear about the Tier One celebrity kit.

The Tier One box is a custom red and black logo-imprinted wooden cube with a locking carrying handle on the top. When the handle is unlocked, the entire box lifts off to reveal a custom-constructed wooden fixture that holds the items. The console is tucked vertically inside a tower, with woven straps to pull it out. And on each side of the tower, one shoe and one console is held on with Velcro straps.

As always, it was an exciting challenge for our design and engineering teams, and an honor to have our work play a part in this important annual NBA event.