Nike Air Max Dn8
Air Max DN8. Designed for the inner circle
The Challenge
To introduce the Air Max DN8, Nike launched a Friends & Family seeding led by Salma Paralluelo and Nico Williams. A limited edition created for a small circle of close friends and collaborators. Beyond the product, the project was conceived as a full experience combining storytelling, object design and packaging.
Creative Concept
The concept draws directly from the product design, where air sits at the core of the eight cushioning spheres. The bubble represents the feeling you experience from the moment you open it and step in.
Design
A spherical package conceived as a sculptural object. Two rigid, translucent hemispheres protect the shoe while keeping it visible, turning the packaging into a collectible piece aligned with the experimental character of the Air Max DN8.
Semi-transparency, satin textures and layered colour define the packaging surface. Reflections and gradients add depth, partially revealing the product while reinforcing a sense of lightness and volume.
DN8 with Nico & Salma
The packaging was customised for each athlete through colour and marking. The editions created with Nico Williams and Salma Paralluelo use distinct colour codes, distinguishing each version while remaining part of a shared, recognisable system.
Light in motion
Integrated lighting activates the interior of the packaging, enhancing volume, transparency and layers of colour. A technical detail that brings the sphere to life and turns the product reveal into a visual experience.
Activation
The experience was designed to surprise the close circle of Nico Williams and Salma Paralluelo when opening the box and discovering the shoes. Packaging, light and the opening sequence turn that first moment into a shared, memorable gesture.
Forms & textures
Transparency creates a play of veils and reflections that partially reveal the shoes without fully exposing them, building visual depth through a balance of concealment and revelation.
Satin textures and translucent finishes place the object in a technological space, aligned with Nike’s visual language and the innovation behind the Air Max DN8.
The seeding reached high-amplification profiles such as Ibai Llanos, who shared the product organically on social media. A natural gesture that reinforced the launch’s exclusivity and extended the experience beyond the initial inner circle.
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