By coincidence here is another Nike creative.
This is a great Direct Marketing piece (Promo Lion Winner) that I found on the Cannes Lions Website.
The brief was aimed at inspiring football-crazy kids to pursue their dreams of playing professionally.
A limited number of Nike shoeboxes were transformed to house a stadium within by inserting a printed sheet of the stadium interior with embedded sound chips. So you could hear the crowd go wild when the box was opened.
(Source: Cannes Lions)