Adidas celebrates football with retro market in Shanghai

Adidas recently unveiled the kits for the men's 2026 FIFA World Cup (WC) in the US_ Canada and Mexico. For the Chinese market_ the Herzogenaurach-based sportswear brand celebrated the launch with an event featuring a fashion show and other activities.

Fashion show and retro market

After unveiling the new kits for 25 national teams in mid-March_ the company brought its Chinese community together for a three-day event at the historic Xintiandi Laguna Primary School_ Adidas announced. The event kicked off with a fashion show in the schoolyard_ unveiling the kits and aiming to evoke early memories of football and childhood breaks. The collection was presented by brand ambassador and actor Dylan Wang (Wáng Hèdì)_ as well as the football teams from Shanghai Jiao Tong University and Tongji University.

Over the following two days_ Adidas hosted an interactive market in the main building in collaboration with local creative market Common Rare. This included stalls with retro kits_ screen-printing workshops and vinyl records. Other activities included a “skateboarding class”_ street dance flash mobs and a “World Cup-themed canteen”.

World Cup archive with collector's items

On the fourth floor of the building_ the “World Cup Archive” offered a look back at the shared history of Adidas and the Fédération Internationale de Football Association (FIFA)_ which organises the World Cup. The exhibition featured rare collector's items_ historic kits and photographs. A central element was the return of the Trefoil logo to the national kits for the upcoming WC after 36 years. The logo is associated with the Adidas Originals lifestyle line.