# Carton-Style Sneaker Packaging adidas' Limited-Edition Box Riffs Off of a Fan-Created Nickname By Laura McQuarrie | Published 2018-05-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/limited-edition-box References: [thedieline](http://www.thedieline.com/blog/ultraboost-ltds-take-a-dip-in-milk) & [hovers-over-water](http://www.hovers-over-water.com/) As the [adidas](https://www.trendhunter.com/trends/mr-bailey-x-adidas-originals-ozlucent) limited-edition white/grey/carbon UltraBOOST LTD has affectionately been called a "Cookies & Cream" colorway by sneaker fans, adidas created a limited-edition box to pay tribute to this fan-created name. Rather than creating a conventional rectangular box to hold the sneakers, adidas worked with agencies on the creation of a carton-shaped packaging design accented by graphic milk-like splashes. The 50 select athletes and influencers who received a pair of the adidas UltraBOOST LTD sneakers were also treated to a pair of [Primeknit](https://www.trendhunter.com/trends/ultraboost-collection) socks, a drinking glass with custom detailing, stickers, additional product information, as well as hand-made cookies inspired by the iconic [Oreo](https://www.trendhunter.com/trends/oreo-cakesters). To make the ties between the cookie-like sneaker colorway even more apparent, adidas chose to launch its kits in celebration of National Oreo Day this year. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 66% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Key Themes Behind This Trend - **Limited-edition Packaging:** Opportunity for brands to create unique and customized packaging designs for limited-edition products. - **Fan-created Nickname:** Using fan feedback and input to inform branding and product design, creating a more engaged and loyal customer base. - **Collaborative Branding:** Collaborating with other brands or agencies to create unique and cohesive branding experiences that resonate with customers. ### Where This Applies - **Sports Footwear:** Incorporating creative packaging designs and fan-driven branding ideas in the sports footwear industry can help differentiate products and attract consumers. - **Food and Beverage:** Bringing together the worlds of fashion and food by incorporating food-inspired packaging designs and collaborations in the food and beverage industry. - **Marketing and Advertising:** Offering innovative packaging ideas and collaborative branding opportunities for marketing and advertising agencies to help clients create memorable and attention-grabbing campaigns. ## Related on Trend Hunter - [Mushroom-Based Sneaker Boxes](https://www.trendhunter.com/trends/mr-bailey-x-adidas-originals-ozlucent.md) - [Co-Branded Beverage Boxes](https://www.trendhunter.com/trends/beverage-box.md) - [Collaborative Donut-Inspired Sneaker Designs](https://www.trendhunter.com/trends/tim-hortons-x-adidas.md) - [Cardboard-Inspired Breathable Sneakers](https://www.trendhunter.com/trends/samba-cardboard.md) - [Striking E-Commerce Packaging](https://www.trendhunter.com/trends/maksim-arbuzov.md) - [VHS-Inspired Cookie Packaging](https://www.trendhunter.com/trends/oreo-cakesters.md) - [Cartoon Inspired Sneakers](https://www.trendhunter.com/trends/stan-smith-x-spongebob-squarepants.md) - [Snack-Inspired Sneakers](https://www.trendhunter.com/trends/lays-x-saucony.md) - [Comfort Food Casual Sneakers](https://www.trendhunter.com/trends/sneaker-junkies-x-adidas.md)