Blackout Squad

TURNING A PRODUCT SEEDING MOMENT INTO SOMETHING WORTH WINNING

To introduce New Balance Football, the Blackout Squad invited players to compete for one of just 60 spots on a select group representing the brand. Winners received the same limited blackout boots worn by New Balance athletes prior to the official football launch, along with additional footwear and apparel throughout the year.

The opportunity was to make receiving those boots feel like more than a product shipment. I developed the packaging experience around the idea of joining the squad, creating a presentation that elevated the blackout boots and made the moment of opening the box feel exclusive and considered.

The result transformed a seeding package into a tangible expression of membership — giving the first members of the Blackout Squad something that felt as special as the product inside.

Role: Art Direction / Packaging Design
Focus: Brand Experience / Product Seeding / Football