Zappos and Birkenstock Release a Limited Shoe in an Innovative Box

By Sarah Semple

There's a lot to celebrate in July—you have July 4^th and, of course, all of the additional weekend barbecues. The shoe retailer Zappos is adding to the celebration by releasing a surprise for all comfortable-shoe lovers. Zappos hit its 20th anniversary this year, and to celebrate, it released a pair of limited-edition sandals (only 225 pairs available) in collaboration with the popular shoe manufacturer Birkenstock. The idea behind the sandals is original, but there are a few notable elements about the packaging to point out, too.

According to Bustle, Zappos announced that it's planning numerous collaborations throughout the next few months.But, this one in particular showcases an emerald green pair of classic Birkenstock sandals with a white base and sole. The company chose emerald because it's the gemstone for 20th anniversaries.

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Instagram followers shared positive comments on the collab. (Even the promo video was pretty clever!) One user commented, "These are amazing. If only I didn’t just treat myself to the rose gold!" Other users expressed how much they liked the special emerald color.

Aside from the shoes themselves, the packaging the shoes come in really tie this whole thing together thanks to a bit of creativity. Zappos decided to go all out and have the box be another main focus. The box is a similar color as the sandals, but instead of having the box lay flat like shoe boxes usually do, it stands vertically.

“It's a very nontraditional shoe box because you pull it from the top," Joe Grusman, general manager of e-commerce marketing at Zappos, told Bustle. "We wanted to go all out since it is the first collaboration for the anniversary. We wanted to make sure when the customer gets it they say 'Wow.'”

The box also has “Est. 1999,” “20” and “Zappos 20 years” printed in gold across the top for a bit of added flair and exclusivity.

This is a great lesson for any company: The box a product comes in can always leave a lasting impression. Take the Birkenstock sandals as an example. Even after the shoes are purchased, customers can keep this box—or reuse it—and be reminded of the neat packaging Zappos created for its special year. For a lot of products, it's the first impression. Why not make it a lasting one?