Fashion / news
Adidas Originals Launches All-Female Activewear Campaign in China
Adidas Originals is entering China's competitive activewear market with a localized, all-female campaign for its new Originals Sport line, featuring six athletes and celebrities.
Adidas Originals has unveiled a China-specific campaign for its Originals Sport line, enlisting a roster of star athletes and high-profile celebrities. The campaign features duos whose forced-perspective shots make them appear to interact across separate spaces, blending athletic skill with relatable lifestyle references.
The films showcase an all-Chinese cast, a deliberate localization effort. Globally, the line was introduced with Tate McRae, Emilia Mernes, and volleyball player Harper Murray; for China, the brand swapped in local faces and added a fictional sports school to anchor the narrative.
The visual trick extends offline with screenings at Chengdu's Twin Towers and Shanghai's West Bund Tank Art Centre, where women appear to drift across building facades.
The launch comes as international brands jostle for share in China's activewear market. Alo made its Tmall debut this month, Vuori is expanding, and NikeSKIMS is set to open a store in Shanghai this autumn. These entrants are operating in the shadow of Lululemon, which has long dominated the segment.