The adidas Adimatic’s OG Shoebox Inspires Its Latest atmos Collaboration
Storytelling in the sneaker industry can sometimes really stretch the imagination, weaving together seemingly unrelated concepts as an excuse to release a new shoe. However, it can also be incredibly straightforward, as is the case with new collaboration. There’s no whimsical tale or thought-provoking theme here – old shoeboxes inspire this golden brown and black colourway.
There is an esoteric edge to this ‘OG Shoebox’ pair, which, had it not been explained in full by atmos, would’ve been lost on many. It begins in a literal sense, as the Adimatic was originally packaged in this box variety back in the 1990s, which atmos and adidas have revived for this collaboration. Furthermore, the insoles display a stack of these boxes to really hammer home the inspiration. And, of course, the suede upper of the Adimatic itself is a direct translation of the very carton it’s packaged in.
The atmos x Adidas Adimatic ‘OG Shoebox’ will release on September 17 via atmos.