Adidas has created a range of limited edition products for the Chinese New Year, featuring Chinese icons, along with a modern sportswear twist. Customers can also win ‘adidas coin’, a digital currency that links online and offline interactivity. To play a fun game, customers can scan the coins using the adidas App. To win a prize, players must collect wishes from campaign stars.
adidas has released four pairs of sneakers with Chinese themes to celebrate the Chinese New Year. These are the EQT Support ADV and NMD R2, Campus, as well as the Superstar 80s. The sneakers will be available in white and beige colourways with red accents. Each pair of sneakers will feature a Chinese character, which represents a blessing. It can be used to bring good luck or long life. The four-piece collection will release globally on Jan. 13th, so fans should be on the lookout for these special editions.
The adidas Chinese New Year collection was designed by combining traditional Chinese patterns with the iconic three-stripe element. There are many styles to choose from, including sneakers with lotus and koi fish patterns. These collections demonstrate the brand’s deep cultural connection with Chinese consumers.
Fashion brands face the greatest challenge of nailing the cultural tone for a Chinese New Year campaign. The line between appreciation and appropriation is so fine. Adidas’ CNY 2021 campaign navigates this delicate line. It used celebrity endorsements and a local perspective to create a powerful message that resonated with Chinese audiences.
Adidas also created a Chinese New Year campaign for its Originals brand. The campaign uses special effects and TV ads to tell stories in an interactive way. The TV ads feature stars Jackson Yee, Eason Chan, Liu Yi Fei, and Wang Sheng Di. A new brand ambassador has been appointed to represent the brand in China.
Adidas also released the Ultra Boost 4.0 in a dual-tone design for the Chinese New Year 2018. It features holiday-themed details. The Ultra Boost 4.0 features a marble-finish and a round tongue with a Chinese character surrounded in sharp teeth. The Boost midsole and bright red Continental Stretchweb outsole highlight this holiday-themed collection. The new year is also celebrated with the release of ‘Year of the Dog’ sneakers.