Resource Efficient Innovations Database (REID)

Innovative shoe packaging solution combines box and bag to save resources

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Innovative shoe packaging solution combines box and bag to save resources
A major sportswear company has re-thought the traditional shoe box with an innovative design that saves materials, water and energy.
In Use – First available on the market in 2011 and updated in 2012.

Packaging Reduction, Recycled content/recyclability, Resource efficiency (e.g. filling line efficiency), Reuse, Water Usage

Product Categories
Household & Personal Care, Other

Relevant Materials
Cartonboard, Plastic – Flexible

Relevant Packaging Formats
Not Applicable

Supply Chain Phase
Consumer, Design, Retailing


After twenty one months of development and testing of over forty prototypes, a major sports company launched an innovative alternative to the traditional shoe box and carrier bag. The solution saves on materials and has a reduced energy and water impact during production. It is also intended to be reusable, providing the consumer with a bag for storing their sports shoes or for other secondary uses.

Made from recycled PET, a stylishly designed outer bag fits snuggly around a cardboard piece (known as the “bone”), which provides stability and separates the shoes. A loop of material on the bag is fed through a hole in the tray to create a handle. The overall result is a high quality, added-value solution which provides brand differentiation whilst reducing environmental impact.
The combination replaces the traditional, more robust cardboard shoe box and lid and the plastic carrier bag that retailers then place this in.
Called the “Clever Little Bag”, the solution is part of a wider initiative by Puma to reduce the environmental impact of its packaging.
The content in this entry has been obtained from publicly available information sources only (e.g. press releases, website and trade press articles) and is subject to completion of a validation process with the technology supplier.

Potential Benefits

A life cycle assessment was commissioned and confirmed that, when compared against the traditional shoebox and plastic bag combination, the Clever Little Bag would reduce water, energy and diesel consumption from manufacturing by more than 60%.

Intellectual Property

The Clever Little Bag has been designed for Puma by Yves Behar, founded of the design studio fuseproject.

Consultant View

This case study shows how good design can improve the brand, add value and reduce environmental impact. Although this particular solution has been developed specifically for Puma, other brand owners and retailers in all sectors should be inspired to challenge and improve long-standing and traditional packaging formats.

Contacts and Further Information

The Clever Little Bag was designed by:
Yves Behar
528 Folsom Street
San Francisco, CA 94105
Tel: 001 415.908.1492

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