New York City’s Department of Transportation has begun selling a limited run of soccer-themed “Don’t Block the Box” street signs through its online store, tapping into the region’s growing soccer enthusiasm.
The signs, produced by the agency’s in-house Sign Shop, are part of the monthly “sign drops” series that showcases quirky, traffic-safety-focused artwork to the public.
Only 100 of the bright, soccer-styled signs are available, each priced at $100, with all proceeds earmarked for the city’s general fund.
From a traffic-safety slogan to a pop-culture collectible
The phrase “Don’t Block the Box” was coined in the early 1980s by traffic commissioner Sam Schwartz, who sought a memorable way to remind drivers not to obstruct intersections.
Since then, the campaign has become a staple of NYC streets, with the Sign Shop turning out more than 70,000 signs annually, ranging from street and highway markers to parking directives.
CityStore, the official retail outlet of the City of New York, began offering the new soccer edition both on its website and in its Manhattan location, a venture that traces its roots back nearly three decades to a predecessor known as CityBooks.
Beyond the novelty, the initiative underscores a broader effort to blend public-service messaging with community interests, turning a mundane traffic rule into a seasonal conversation piece for fans gathering for the tournament.