Ahead of Paris 2024, Nike SB tapped The New Company to establish a look and feel for the Electric Pack, a bespoke colorway for the SB lineup anchored by the all-new PS8 and debuted by Olympians during the summer games.
The visual system is built around the pack’s defining colors and textures, and infused with treatments and patterns interpreting the PS8 technology that “breaks in fast, but breaks down slow.”
With uppers inspired by the iconic 1987 Air Safari and innovations that pay homage to the legacy of Sandy Boedecker, the pack is a reinterpreted perspective on performance with Nike heritage.
CREDITS:
The New Company
Steven Olimpio, Creative Director
Jules Tardy, Creative Director
Ryan Ormsby, Senior Designer
Ashlyn Lasson, Designer
Morgan Lee, Project Manager
Matt Luckhurst, Founder / ECD
Photography
Shoe Photography, Sahra Jajarmikhayat
Skate Photography, James Griffiths & Jason Hernandez