adidas Chinese New Year 2026
Moving beyond formulaic festive tropes, this project reimagined adidas’ Chinese New Year storytelling through an authentic sports-first lens — driving both cultural resonance and commercial results.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
ADIDAS
About the project
For Chinese New Year, adidas set out to drive seasonal sales without relying on formulaic festive storytelling. Anchored in the brand platform “We All Need Someone to Make Us Believe — You Got This,” the campaign introduced a renewed New Year concept: “In the New Year, We Believe (新年有信念).”
Reframing New Year as a moment of inner ascent, the idea positioned belief as an unseen force — expressed through movement, perseverance, and everyday progress, true to the authentic spirit of sport.
Brought to life through product-anchored visuals, culturally grounded scenarios, and credible celebrity and athlete participation, the campaign cut through a homogenized CNY landscape — building emotional resonance while driving engagement and conversion.
Smooth Scroll
This will hide itself!
This will hide itself!
adidas Chinese New Year 2026
OVERVIEW
Moving beyond formulaic festive tropes, this project reimagined adidas’ Chinese New Year storytelling through an authentic sports-first lens — driving both cultural resonance and commercial results.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
ADIDAS
About the project
For Chinese New Year, adidas set out to drive seasonal sales without relying on formulaic festive storytelling. Anchored in the brand platform “We All Need Someone to Make Us Believe — You Got This,” the campaign introduced a renewed New Year concept: “In the New Year, We Believe (新年有信念).”
Reframing New Year as a moment of inner ascent, the idea positioned belief as an unseen force — expressed through movement, perseverance, and everyday progress, true to the authentic spirit of sport.
Brought to life through product-anchored visuals, culturally grounded scenarios, and credible celebrity and athlete participation, the campaign cut through a homogenized CNY landscape — building emotional resonance while driving engagement and conversion.
Smooth Scroll
This will hide itself!
This will hide itself!
adidas Chinese New Year 2026
OVERVIEW
Moving beyond formulaic festive tropes, this project reimagined adidas’ Chinese New Year storytelling through an authentic sports-first lens — driving both cultural resonance and commercial results.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
ADIDAS
About the project
For Chinese New Year, adidas set out to drive seasonal sales without relying on formulaic festive storytelling. Anchored in the brand platform “We All Need Someone to Make Us Believe — You Got This,” the campaign introduced a renewed New Year concept: “In the New Year, We Believe (新年有信念).”
Reframing New Year as a moment of inner ascent, the idea positioned belief as an unseen force — expressed through movement, perseverance, and everyday progress, true to the authentic spirit of sport.
Brought to life through product-anchored visuals, culturally grounded scenarios, and credible celebrity and athlete participation, the campaign cut through a homogenized CNY landscape — building emotional resonance while driving engagement and conversion.
Smooth Scroll
This will hide itself!
This will hide itself!