adidas Originals taps COLLAR's Marf to redefine women's fashion

adidas Originals is redefining women’s fashion with a new campaign featuring its latest footwear collection for Fall/Winter 2025.

Featuring Marf from local girl group COLLAR, this campaign is available until September and marks a bold move to own the women’s fashion market, spotlighting originality, self-expression, and fresh takes on the iconic “Lo Profile” series. The campaign targets women in Hong Kong who are interested in fashion and self-expression.

Building on the momentum of FW23, this season delivers even more style and excitement, introducing designs that seamlessly blend adidas’ classic heritage with romantic, feminine details and a modern edge.

To celebrate the launch, the brand has joined forces with Marf, inspiring women across the city to embrace their individuality and set their own trends. The campaign is developed and produced by the We Glow creative content team, whose vision brings the collection to life through chic, trendsetting storytelling content.

The campaign’s social media strategy is crafted to ignite conversation and build a dynamic community across digital platforms. adidas Originals will unveil exclusive content featuring Marf, launch style challenges, and share behind-the-scenes moments that showcase the collection’s creativity.

Through Instagram and Threads, content creators and fashion influencers are invited to share their unique looks, inspiring others to do the same. Strategic collaborations with leading fashion media platforms will amplify the movement, empowering women everywhere to join the trend and express their individuality.

This campaign and collection are a call to action for women to rewrite the rules, blend classic and contemporary, and curate looks that are unapologetically their own.

A check by MARKETING-INTERACTIVE saw the video on Instagram garnered over 4,000 likes, with some netizens saying they like the collaboration between the star and the brand, while some said Marf's stylish outfit fits the brand well. 

By building a dynamic online community, the campaign seeks to spark conversations around the collection through user-generated content (UGC), launching style challenges and encouraging users to share their looks.

“Our goal is to celebrate women expressing their true selves through fashion. With this collection, we’re not just launching shoes—we’re championing originality, confidence, and a spirit of self-expression unique to adidas Originals,” said Florence Kong, managing director at We Glow.

Don't miss: adidas Originals celebrates unyielding spirit with giant shoe installation

Back in March, adidas Originals dropped a giant adidas SuperStar sneaker and an iconic shoe box burst out from the ground at Hong Kong’s Fashion Walk.

Also known as “The Original", the special outdoor installation symbolised the breaking of constraints and the emergence of true self-expression. This came after the legendary adidas SuperStar made a powerful return this year.

This installation was more than an homage to a timeless classic; it is a journey that begins with the most authentic self. With an unyielding iron will and a rebellious spirit, the artwork reflects the campaign’s core ethos: Tough, persistent, unrestrained. We are, the original. It was a call for all who dare to stand out—to lead their lives on their own terms and to celebrate the inherent originality in every step.

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