#imnotabox is about inspiring you to see yourself and the world with a new perspective.


Whether it's providing shoes to cushion your baby's first steps, protecting those feet for your very first marathon, or dressing you in a stunning outfit for your first date--there is one thing that connects all of these moments: our Zappos box.

Every box has a unique story and purpose.  To us, it is our way of being there for our customers wherever they are in life, providing them with the things they need and love over and over again.  Our box is so much more than a box.  What better way to tell our story than through the eyes of our box?

We—as a company and as humans—are not a box either. We are not bound to our title in life or the way that others see us. We are not just a friend. We are not just a family member. We are not just an employee. We all have a unique story and purpose in life.  It's time to celebrate that.  As we grow older, we lose a part of ourselves.  We tuck our creativity in a corner, only letting it out to thrive every now and then.

We only hope that everything we do through this campaign will inspire and reignite your imagination. We want to cultivate your innovative and entrepreneurial spirit. We hope to inspire you to become the best version of yourself. We want you to see the best versions of those around you as well.  We want you to open up and look inside.  It's time to unleash your creativity and uniqueness for good and reintroduce it to the world.

We want you in the end to say, “I’m not a box.”

Watch the video below to see how it all began!