adidas launches CNY collection with HKDI styling

Adidas Hong Kong has unveiled its latest Chinese New Year collection, styled in collaboration with students from the Hong Kong Design Institute (HKDI), offering a fresh, locally inspired take on the brand’s festive offerings.

Done in collaboration with creative agency We Glow Hong Kong, the campaign has also invited the students to contribute to the in-store display, aiming to create an immersive retail experience that celebrates the season while advancing the Originals style.

At the heart of the new year collection is the belief that classics are meant to evolve, bringing renewed energy to iconic adidas Originals pieces as well as the adidas sportswear collection. This invites wearers to step into the festive season with confidence, individuality, and momentum.

To offer a forward-looking perspective, students from the HKDI department of fashion and image design have styled various looks using the adidas Chinese New Year collection. Their creative interpretations provide outfit inspiration for the holiday season while advancing the classics into the future.

Extending beyond styling, HKDI students have also collaborated on the in-store display, translating their fashion image and design perspectives into a physical space that reflects new year spirit and adidas’s design DNA. The result is a showcase of originality that connects product, culture, and creativity—seen and experienced in-store.

To further represent the collection, adidas Originals invited two fencing athletes—Ryan Choi and Kaylin Hsieh—to embody its essence and express the spirit of the New Year: “We keep moving forward.” The athletes bring a modern sporting edge to the collection’s festive styling, highlighting how Originals staples can move seamlessly from celebration to everyday life—while staying rooted in a mindset of continual progress.

Adding a festive twist in-store, customers who spend HK$500 or above can draw a fortune stick and receive a “fortune slip” featuring a fun styling tip as well as cash coupon for future use.

Florence Kong, managing director, We Glow, said: “For this new year launch, we wanted to bring the adidas Chinese New Year collection closer to Hong Kong through a local lens—connecting product, styling, and space as one experience. From the HKDI student-led display to inviting top fencing athletes Choi and Hsieh to showcase the collection, every element is designed to express the new year spirit: we keep moving forward.”

MARKETING-INTERACTIVE has reached out to adidas for more information. 

Don’t miss: adidas HK empowers marathon runners with real-time encouragement

Recently, Adidas Hong Kong empowered runners along the Hong Kong Marathon route with various out-of-home displays, delivering tailored, real-time messages during the toughest stretches.

Also known as the “ADIZERO campaign for Hong Kong Marathon”, the four-week campaign was done in collaboration with creative agency We Glow Hong Kong, targeting all runners.

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