Speed and Energy Represented in ‘Milli' Packaging

A bullet is the perfect packaging for running shoes. Representative of speed and energy the projectile is the ideal metaphor for athletic shoes.

The concept box design by Jenny Kim is called Milli, which is short for millimeter—the increments that bullets are measured in. The golden bullet shoebox opens at one end and the runners are slid in.

Taking up much less space than the traditional cardboard carton, theoretically you could buy twice as many pairs before your bags were too full to carry.