ADIDAS GIVE BOXFRESH A WHOLE NEW MEANING

by Sandy Kaur.

Images by sallysneakers & adidas.

Adidas have just unveiled ‘The Box Shoe’ and the internet is… confused.

Taking their traditional blue box, Adidas have added a ‘chunky lace closure’ (or in layman's terms, perforations with thick laces pierced through) alongside a tongue displaying the classic trefoil logo, which also doubles as a place for your foot so that you can actually wear the pair.

The Confirmed app also states a natural fiber upper, lining and outsole (cardboard) with the price available upon request. However, with April Fools Day around the corner and the product code being AF0104, it’s quite possible many fans won’t have the chance to own this pair - but the good news is if you have an old Adidas box laying around you could probably recreate it!

It can’t be denied The Box Shoe has made quite the impression, and draws upon marketing techniques previously used by industry disruptors MSCHF leading to a wider conversation to be had, not just surrounding consumerism and the wearability of the products we are willing to buy, but the current trend of a ‘boxy’ shoe and the staple this has became in many sneakerheads’ rotation.

So, could this be the answer the sneaker industry needed to the global sustainability issue, or is it just an incredibly well-executed April Fools joke? We’ll leave you to decide.