# Giant Bubble Shoeboxes The Nike Air Max Packaging by Scholz & Friends Puts the Sneaker on Display By Meghan Young | Published 2013-06-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nike-air-max-packaging References: [hypebeast](http://hypebeast.com/2013/6/nike-air-max-packaging-by-scholz-friends) & [s-f](http://www.s-f.com/) In place of the classic cardboard shoebox that most sneakers are sold in, the [Nike](https://www.trendhunter.com/trends/nike-air-max-dn) Air Max Packaging goes in an entirely different direction. Made out of plastic, it takes on the form of a clear bubble large enough to comfortably hold the shoes inside. The result is incredibly futuristic, not to mention slightly more practical in that a person can view them instantly. Designed by Berlin-based agency Scholz & Friends, the Nike Air Max Packaging also works to highlight the [sneaker's cushioning](https://www.trendhunter.com/trends/air-max-dn8) oft championed by the brand. Thus, it drives home one of the biggest assets of the shoe to the potential customer in a unique manner. In a way, the Nike Air Max Packaging resembles, on a larger scale of course, the [bubble packaging](https://www.trendhunter.com/trends/the-project-ara) used for the large shipment of such shoes. ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 97% | Activity: 100% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### What's Driving This Trend - **Transparent Packaging:** The use of clear plastic packaging to showcase products, creating a futuristic and visually appealing presentation. - **Product Visibility:** Designing packaging that allows customers to instantly view the product, providing a unique and engaging experience. - **Highlighting Features:** Developing packaging that emphasizes specific product features, effectively communicating value to potential customers. ### Who This Affects Most - **Footwear:** Innovative packaging solutions for shoe brands to enhance product display and create a memorable unboxing experience. - **Consumer Goods:** Opportunities to reimagine packaging in various industries, such as electronics, toys, and cosmetics, to captivate customers through creative and functional designs. - **Retail:** Revitalizing retail packaging strategies to differentiate products and attract customers with visually striking and interactive packaging solutions. ## Related on Trend Hunter - [Packaging-Inspired Footwear Designs](https://www.trendhunter.com/trends/box-shoe.md) - [Bubble-Like Semi-Transparent Sneakers](https://www.trendhunter.com/trends/superstar-bubble.md) - [Mushroom-Based Sneaker Boxes](https://www.trendhunter.com/trends/mr-bailey-x-adidas-originals-ozlucent.md) - [Responsive Dual-Chamber Sneakers](https://www.trendhunter.com/trends/nike-air-max-dn.md) - [Retro Stealthy Black Sneakers](https://www.trendhunter.com/trends/air-max-95-big-bubble.md) - [Striking E-Commerce Packaging](https://www.trendhunter.com/trends/maksim-arbuzov.md) - [Olympic-Ready Elevated Footwear](https://www.trendhunter.com/trends/air-cushioning.md) - [Sneaker-Shaped Swimming Pools](https://www.trendhunter.com/trends/sneakerpool.md) - [3D-Printed Sports Sneakers](https://www.trendhunter.com/trends/nike-air-max-1000.md)