Scoot Henderson - Scoot 3 Packaging
For SS26, I was briefed by PUMA's Basketball team on the packaging for Scoot Henderson's third signature shoe.
Getting briefed on creating for Scoot's franchise shoe is a great task. He made history as the youngest professional basketball player in the U.S. when he signed with the NBA G League Ignite in May 2021 at just 17 years old, and the way he plays, fast and powerful, makes it an exciting project to be on.
After an initial conversation with the product team, the brief was clear. The shoe itself was inspired by fighter jets, and the packaging needed to carry that idea further.
That started a research question. What actually makes a fighter jet look like a fighter jet?
Working from the base up, with production always in mind, the first layer was a metal sheet surface, distressed with the kind of battle worn scratches Scoot picks up driving to the rim. From there came the typography. Modern jets pointed to bold, sans serif, angular letterforms built for quick identification at speed. Scale became a tool too, with the "3" treated like an aircraft ID number, large and commanding across the face of the box. The final touches were the details waiting for the consumer once the box is in their hands. Rivets and panel welding tie the structure together, while micro copy like "DANGER" and "LIFT OFF" sits as a small nod to Scoot as he takes to the air.
Project made together with PUMA's Basketball team and Labelling and Packaging team.