Adidas Originals
// Shoe box stencil

Brand: Adidas Originals

Role: Concept / Art Direction

We turned Adidas Originals' iconic shoebox into a creative tool. The challenge was to bring the brand even closer to street culture and turn people from passive consumers into active creators. The box lid was given a die-cut design that works as a stencil, letting each person take their own message to the street and take part in urban art. This way, opening the box also became an invitation to create.

The idea came to life through print and out-of-home ads that encouraged people to join in. We also built a website where anyone could design and download their own stencil layout. To make the experience even more real, some Adidas Originals stores were turned into "legal street" spaces, with walls free for painting and spray paint available to customers, who used the box stencils to leave their mark.

In the end, the packaging stopped being just packaging and became a means of expression, creating a direct and tangible link between Adidas, its products, and street art culture.