The new 'adidas Athletics' apparel line will be offered in unique new packaging that seeks to evoke a sense of focus in those who purchase it.
Designed by 'Colt,' the boxes have a textured foam surface that has pyramid structures on it. The foam is the same material that is used to sound-proof rooms and the use of it to make up the box is strategic, as it symbolizes the fact that the contents are meant to ensure that athletes are focused on their process. The boxes open up to reveal inspirational labeling and the various chosen clothing items from the adidas Athletics clothing collection.
This packaging is visually appealing and its design is able to metaphorically suggest that it is intended for keeping athletes focused and without distractions.