Adidas Originals
// Shoe box stencil

Adidas Originals has always been part of street culture, not just inspired by it. So we turned one of the brand’s most iconic objects into a tool for self-expression: the shoebox. With Adidas Box Stencil, the lid is precisely die-cut to become a custom stencil, transforming every new pair into an instant way to put your message on the street. The unboxing moment becomes a creative trigger, and the packaging becomes a medium.

The idea launches through print and OOH that invite participation with a simple call to action like “insert whatever here.” A dedicated website lets people create their own stencil designs and download layouts, while selected Adidas Originals stores are reimagined as “legal street” spaces with paintable walls. Customers can grab a can of spray paint, use their box as a stencil, and leave their mark right where the culture lives.