Adidas Originals
// Shoe box stencil

Brand: Adidas Originals

Role: Concept / Art Direction

Challenge: To deepen Adidas Originals' authentic connection with street culture, transforming consumers from passive recipients into active co-creators, and integrating the brand directly into their artistic expression.

Concept & Strategy: We envisioned the iconic Adidas Originals shoebox as more than just packaging – it became a creative tool. The "Adidas Box Stencil" concept features a die-cut shoebox lid designed to function as a customizable stencil, empowering consumers to literally "put their message on the street" and engage with urban art. This turns the unboxing experience into a trigger for creative action.

Execution: The idea was launched through print and OOH advertisements that encouraged participation. A dedicated website allowed users to design and download their own stencil layouts. For an immersive experience, select Adidas Originals stores were transformed into "legal street" spaces with paintable walls, providing customers with spray paint and their shoebox stencils to leave their mark.

Impact: This initiative successfully transformed packaging into a medium for artistic expression, fostering a direct and tangible link between Adidas, its products, and street art culture. It enhanced brand loyalty by involving consumers directly in creative acts.