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This one hurts, they just straight up stole it. Let me tell you why.
Traditionally shoe boxes have been the same forever! Corrugate box with a lid, either 2 part or attached lid.
At @WearAtoms we questioned why this was the case and decided to redesign the box. Why?
https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇🏼" title="Rückhand Zeigefinger nach unten (mittelheller Hautton)" aria-label="Emoji: Rückhand Zeigefinger nach unten (mittelheller Hautton)"> https://twitter.com/sidraqasim/status/1280527176564183041">https://twitter.com/sidraqasi...
Traditionally shoe boxes have been the same forever! Corrugate box with a lid, either 2 part or attached lid.
At @WearAtoms we questioned why this was the case and decided to redesign the box. Why?
First, we wanted to make something that put the focus on the shoes.
Currently you open a shoe box to see tissue, then you lift the tissue to see shoes lying down on its side.
Currently you open a shoe box to see tissue, then you lift the tissue to see shoes lying down on its side.
We wanted to design it so that as soon as you opened it you saw the shoe immediately and in the same view that you do when you& #39;re wearing them. Except we weren& #39;t convinced customers would open them in the same orientation.
So we experimented a bit.
So we experimented a bit.
Same orientation as in the adidas video, but we were not sure customers would open the box in the intended orientation.
Then we though to show you sole and the top of the shoe at the same time when you opened the box.
But ended up with this orientation so that no matter which way you opened the box, you& #39;d see one shoe in its natural view (a person looking down at their shoes on their feet).
Adidas chose to keep both shoes in the same direction but still facing up like @wearatoms when the customers open the box. Not sideways like they do with all their other shoes.
Then we thought about a few ways to seal a box like this and after much development, we perfected the magnet concept.
Which is magical. every. single. time. you open it!
Because you never expect a magnet in a box so sleek and with thin walls.https://abs.twimg.com/emoji/v2/... draggable="false" alt="✨" title="Funken" aria-label="Emoji: Funken">
Which is magical. every. single. time. you open it!
Because you never expect a magnet in a box so sleek and with thin walls.
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They could have approached this differently but chose a magnet to replicate the feel.
They could have oriented the shoes like they always have but didn& #39;t.
They could have chosen a whole different form but didn& #39;t.
@adidas should support not steal the work of young businesses!
They could have oriented the shoes like they always have but didn& #39;t.
They could have chosen a whole different form but didn& #39;t.
@adidas should support not steal the work of young businesses!
I& #39;m proud we innovated on something thats often overlooked and taken for granted by being thoughtful about all the touch points the shoes pass through from the @wearatoms warehouse to customer and back to stock for the sizes not kept by the customer.
Its a thing of beautyhttps://abs.twimg.com/emoji/v2/... draggable="false" alt="🙏🏼" title="Folded hands (mittelheller Hautton)" aria-label="Emoji: Folded hands (mittelheller Hautton)">
Its a thing of beauty
