# Understated Athletic Branding This 'adidas Athletics' Packaging Aims to Eliminate Distractions By Mishal Omar | Published 2016-10-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/adidas-athletics References: [thedieline](http://www.thedieline.com/blog/2016/10/12/adidas-athletics-workout-gear) & [thisiscolt](http://www.thisiscolt.com/) The new '[adidas](https://www.trendhunter.com/trends/adidas-fog-phone) Athletics' apparel line will be offered in [unique new packaging](https://www.trendhunter.com/trends/blanco-1) 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](https://www.trendhunter.com/trends/no-bs-motivator-experience) 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. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 92% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### Key Themes Behind This Trend - **Minimalist Packaging:** Opportunity for brands to create packaging that evokes a sense of focus and simplicity. - **Inspiration Labeling:** Creating packaging that includes inspirational messages to enhance the consumer experience. - **Symbolic Design:** Utilizing symbolic elements in packaging design to convey a brand's message or purpose. ### Where This Applies - **Sportswear:** Innovative packaging designs can help sportswear brands differentiate themselves in a competitive market. - **Athletic Gear:** Athletic gear brands can use unique packaging designs to enhance their brand image and connect with their target audience. - **Packaging Design:** Opportunities for packaging design agencies to create innovative packaging solutions that align with brand values and messaging. ## Related on Trend Hunter - [Striking E-Commerce Packaging](https://www.trendhunter.com/trends/maksim-arbuzov.md) - [Activewear-Branded Smartphones](https://www.trendhunter.com/trends/adidas-fog-phone.md) - [Minimalist Supply Packaging](https://www.trendhunter.com/trends/optimal-home.md) - [Nutrition-Focused Protein Product Branding](https://www.trendhunter.com/trends/pure-protein-branding.md) - [Protein Packaging Refresh Initiatives](https://www.trendhunter.com/trends/grassfed-beef-products.md) - [Wisdom-Focused Skincare Packaging](https://www.trendhunter.com/trends/wise-personal-grooming.md) - [Accessible Cooler Packaging](https://www.trendhunter.com/trends/vodka-soda-sunset.md) - [Mushroom-Based Sneaker Boxes](https://www.trendhunter.com/trends/mr-bailey-x-adidas-originals-ozlucent.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md)