Interview: adidas wants to do more than just rep Singapore, it wants to run with it

As Singapore gears up to mark its 60th birthday next month, adidas is doubling down on what it means to go local. From unexpected cultural tie-ups to deep-rooted community work, the sportswear giant isn’t just showing up — it’s putting in the reps.

At the heart of this effort is a focus on building connections that feel distinctly Singaporean, said Chen Rui Yuan, country manager for adidas Singapore. “We believe that in sports, nobody succeeds alone, so building community is at the heart of what we do. Our goal is to create the platforms for people to connect and make memories with others," he told MARKETING-INTERACTIVE. 

From football great Fandi Ahmad to national sprinter Elizabeth-Ann Tan, adidas has steadily built a strong local athlete roster, but it’s how these figures are activated that stands out. The brand brings them into real-life moments, such as adidas Runners sessions or football clinics for kids.

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“We aim to bring athletes closer to the community by involving them in our campaigns and brand experiences,” said Chen. “It wouldn’t be uncommon to see Tan at an adidas Runners session on a Saturday (schedule permitting) or have Fandi leading a kids’ football clinic or sharing his journey on a podcast, all with the goal of creating authentic moments of connection with local communities.”

It’s part of what Chen calls the “plus one effect” where adidas is not just supporting athletes, but having them support one another and the next generation.

That same approach is shaping the brand’s cultural collaborations. A recent tie-up with MILO became an instant fan favourite, with the iconic MILO van appearing at the adidas Brand Centre Orchard across three weekends, offering complimentary cups of the childhood staple. The collaboration tapped into the powerful emotion of nostalgia and MILO's timelessness, especially since Singaporeans often associate the MILO van to sports day celebrations in school. 

"Whether you're 18 or 80, MILO is instantly recognisable and deeply rooted in childhood memories. This wasn’t just a partnership with a beverage brand, it was a collaboration with a cultural icon where that shared sense of warmth and nostalgia truly resonated with our customers," said Chen. 

The “Rep your hood” collection followed a similar path, tapping into hyperlocal quirks. The collection saw Bukit Timah, Chinatown, East Coast, Jalan Besar, Kampong Glam and Little India front and center, with playful designs that represent each neighbourhood such as East Coast's love for the outdoors, Kampong Glam's elegant shophouses and more. 

Beyond the fresh drop, adidas also called on the local running community to put a creative spin on their neighbourhood routes with a challenge where runners can plot and run routes in the shape of an art piece inspired by their hood. 

"With the 'Rep your hood' and MILO collections, our goal was to celebrate local neighbourhoods, rituals and cultural touchpoints in an authentic way. Our team put in the groundwork by researching and drawing from real, lived experiences of Singaporeans. That’s how we landed on details such as the illustration of a guy prawning, a playful nod to Punggol, and the MILO starter packs, which blend internet meme culture with nostalgic memories of childhood," said Chen.

Even major sports events are handled with care. For this year’s Standard Chartered Singapore Marathon, adidas is doing more than just sponsoring it. The brand will be activating marathon training, bring a coach on board to support runners on the ground and will be provide community support through structured plans. 

"So it’s more than just financial support; we’re creating opportunities for everyday athletes to train, improve, and cross the finish line stronger and healthier with like-minded individuals," explained Chen. 

Sporting moments, made local

Whether it’s a jersey drop for the Lion City Sailors FC or a fan event with Arsenal players, adidas is finding ways to localise its global muscle. According to Chen, this often means going beyond official kits to offer Singapore-exclusive merchandise and in-person moments for fans.

"Beyond just product, it’s about creating deeper fan engagement, experiences that bring the emotion, pride, and energy of the sport closer to home, making every fan feel like they’re part of something bigger," he stated, adding that: 

It’s important to us that these moments aren’t just for influencers, but accessible to all our customers through activations at our flagship store and key mall locations.

Last week, adidas hosted an Arsenal player meet-and-greet at adidas Brand Centre Orchard, drawing a huge crowd of passionate fans. The brand also dropped an exclusive Peranakan-inspired nameset crafted for local Arsenal fans, which quickly went viral and gained major traction. In addition, the flagship store drew over 300 fans for the launch of the new Lion City Sailors 2025/26 kit, with Chen saying that "the energy was incredible, a real show of love for local football, and for us, this is just the beginning". 

Moving forward, the brand is excited to bring similar experiences to life with its F1 partnership during the Singapore Grand Prix and to continue building meaningful connections between the brand, the sport and the local community. 

Aside from in-person moments, in-store activations are also a major part of adidas’ retail strategy, especially as it opens new locations at Marina Bay Sands, Jewel, Changi T4 and Resorts World Sentosa. To Chen, these aren’t just stores, but rather they’re spaces designed to reflect the local vibe and community spirit.

“Physical spaces play a big part in helping us build community and engage with our consumers. From exciting visual merchandising setups to interactive zones, our physical spaces are built to excite, inspire, and bring the adidas world to life,” said Chen.

He added that these stores also double as creativity hubs where shoppers can personalise their gear on the spot, adding their own flair to tees, bags and more. Recently, adidas made shoe trials available in store too where customers can trial running shoes before making the purchase. 

At Brand Centre Orchard, customers can trial running shoes before buying, while customisation zones let shoppers personalise their gear on the spot.

In addition, each store is designed to feel grounded in its location from art installations inspired by local landmarks to exclusive products only available in specific outlets. “For SG60, we set out to spotlight hyperlocal culture by celebrating the rituals, nuances, and everyday quirks that define life in Singapore,” said Chen.

Going beyond the obvious

For adidas Singapore, the sweet spot between sport, culture, and fashion lies not in chasing broad appeal, but in drilling deep into the rhythms of everyday life.

“One untapped area would be collaborations with micro-communities, ranging from local run clubs to specialist sports groups such as padel and pickleball, which are rapidly gaining popularity in Singapore,” said Chen. “These niche communities are passionate with loyal followings, making them ideal partners for co-creating merchandise, events, or content.”

Rather than focus only on mass activations or top-down campaigns, adidas is increasingly turning its attention to the places where passion lives quietly — in side courts, weekend runs, or club group chats.

Still, Chen noted that many brands trying to localise in Singapore fall into the trap of staying surface-level citing that "the temptation to default to familiar icons such as national monuments or landmarks" would be the biggest mistake. 

“While these certainly have their place, the real opportunity lies in going beyond the obvious to reflect the everyday Singaporean experience in ways that feel real, grounded and culturally resonant," he explained. 

That deeper, more nuanced approach also reflects adidas’ balancing act in staying true to its global identity while making meaningful impact on the ground. It’s a tension Chen knows well.

“The toughest part often lies in defining what truly counts as ‘local’. “For some, it starts with the city skyline or pop culture references such as Crazy Rich Asians but Singaporeans know that our culture runs far deeper than that. It’s in the everyday rituals, the quirks and the languages we code-switch between," he explained, adding that:

The hard work lies in going beyond the obvious. When brands tap into these layers, they can genuinely connect with consumers and delight them.

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