The brief was to improve adidas Messi shoebox design and engineering. The new concept is based on “Gambeta”, which is the word used in football to define the way Messi dribbles his opponents in perfect zig-zag movements. The external look (zig-zag line) is created by a smaller lid with two flaps that are used to close the box and is supported by a second full-size lid that lays on on the left wall of the box.



The new construction makes the new shoe box cleaner and very sleek. The joints and folding have been designed to avoid any hinges or ugly parts that were visible on the previous designs. The concept makes a wink to Leo Messi’s play, and the graphics are inspired by the boots external construction.



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