Jordan Lux Packaging for Nike | Tolleson
Finding Flight in Every Detail
Spacer
With Air Jordan, packaging isn’t an afterthought. It’s the first expression of the product’s meaning, heritage, and cultural weight.
We partnered closely with Nike’s Air Jordan team on Jordan Lux, their first offering of a truly luxury product line, complete with a packaging program designed to elevate how each release is experienced.
Every decision—from structure and materials to finishes and unboxing moments—was made together, balancing premium craft with the need for a scalable, repeatable program. Through concept and execution, we built a system that treats packaging as storytelling that’s both collectible and designed for everyday use. So that every piece feels intentional and elevated, in honor of Jordan’s legacy—reinforcing the spirit of flight from the very first touch.
Spacer
Project Information
Project
Jordan Lux Packaging
Services
Visual Identity
Packaging
Visual Identity
Packaging
Deliverables
Visual Language
Packaging Design
Packaging Templates
Packaging Implementation
Packaging Production
Visual Language
Packaging Design
Packaging Templates
Packaging Implementation
Packaging Production
Industry
Fashion & Lifestyle
Spacer
Single Large Image
Elevated
Expression
We centered the packaging experience on the concept of flight, a light and airy aesthetic that stays true to the surrounding culture of Jordan brand.
Spacer
“At this level, meaning lives in the materials—in the finishes, in the weight, in how it feels in your hands.”
Molly Skonieczny, Creative Director, Tolleson
Spacer
Single Image
Spacer
Single Image
Spacer
Four Elements
From start to finishes
With sustainability at the foundation, we selected specific material finishes for their feeling of refinement—finding potential in the crafted details of paper stock, pearlescent foils, and fabrics.
Spacer
Single Large Image
Spacer
Four Elements
New heights of the game
In our effort to channel Jordan’s championship mentality into several small details, we developed a custom, hand-drawn texture inspired by the basketball’s leather surface. Tactile and recognizable, it’s a subtle nod to a timeless foundation that lives naturally in both luxury and basketball culture.
Spacer
Single Large Image
Spacer
Single Large Image
Spacer
Related
Spacer
Feel like a fit?
Let us know what’s on your mind.
You can tell us about your goals or just say hello.