Wow! I love this idea for incorporating meaningful and memorable packaging that enhances the brand for Nike. This is a limited edition shoebox produced for Nike’s sponsorship of soccer. The box is plain and the usual on the outside. Open the lid and hey you are transported into the stadium with the internal graphic design. And even more impressive as you lift the lid you are greeted with the sound of the roar of the appreciative crowd (from an embedded sound chip). That has to make you feel good. And all for buying a pair of sports shoes!