adidas brews up hyperlocal nostalgia with MILO for SG60

adidas is marking Singapore’s 60th birthday with a hyperlocal collaboration with MILO, combining two household names to fuel nostalgia and brand love across generations.

Launched under the banner “Fuelling goodness”, the tie-up also celebrates MILO’s 75th anniversary in Singapore. The limited-edition collection includes t-shirts, pins, charms and a special sachet kit. All of which are designed to tap into the little moments and Singlish quirks that define everyday life here.

The collection centres on the adidas-exclusive “Starter pack” tees featuring three designs “Running”, “Lepak” ('Relax') and “Stay home”. The tees blend everyday scenarios with Singlish phrases and are priced at SG$40 for kids’ sizes. The tees can be heat pressed on demand at select adidas stores.

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In addition, a MILO-exclusive “We can one” tee will also be given away free with purchases of selected MILO beverages, extending the collaboration’s reach beyond retail shelves.

In conversation with MARKETING-INTERACTIVE, the athletic brand said the collaboration is part of its wider push to localise brand storytelling and build cultural relevance, with each design nodding to everyday Singapore moments from school sports days to kopitiam breakfasts.

"As two iconic brands with deep roots in sport and everyday life, this partnership brings together the best of both worlds through a collection of apparel and accessories that are inspired by what it means to grow up in Singapore," Naufal Gani, senior manager, brand activation, adidas Brand Singapore told MARKETING-INTERACTIVE.

"This collaboration, which launches this SG60 year, is our tribute to the generations who have grown up with adidas and MILO by their side — fuelling their journeys, one step, one goal and one cup at a time," added Naufal. 

Beyond the tees, fans can also customise their kicks with a series of pins and charms, priced at SG$12 each. The designs span classic MILO serves from the hot mug to the modern MILO Dinosaur, plus adidas icons such as sweaters, running shoes and power banks.

To sweeten the drop, adidas is offering a complimentary sachet kit to the first 60 customers who spend at least SG$150 on the adidas x MILO collection. The kit, inspired by the iconic MILO 3-in-1 sachet, includes a tote bag, stickers and MILO goodies, and is redeemable at adidas brand centre Orchard, Marina Bay Sands, Suntec City and VivoCity.

The collab will also roll out nostalgic touches on-ground, with the beloved MILO van serving free cups of MILO outside adidas brand centre Orchard on 26 July, 2 August and 9 August from 2pm to 5pm.

Marketing for “Fuelling goodness” leans heavily on local faces, featuring adidas ambassadors and football players Lila Tan and Shah Shahiran, as well as content creator Hayley Lee. Select media and influencers will receive kits ahead of launch to spark buzz online.

The “Fuelling goodness” collection drops 14 July and will be available online and selected adidas outlets inlcluding adidas brand centre Orchard, Bugis Junction, Causeway Point, ION Orchard, Marina Bay Sands, Northpoint City, Suntec City, Changi T1, Changi T4, VivoCity Performance and Waterway Point.

The sportswear giant has ramped up its hyperlocal approach in recent years. Just last week, the brand expanded its "Rep your hood" collection with six new designs. The latest additions pay tribute to Bukit Timah, Chinatown, East Coast, Jalan Besar, Kampong Glam and Little India. It also joins an existing line-up of tees that celebrate the stories and spirit of Singapore’s most iconic neighbourhoods.  

Last year, adidas partnered Ya Kun Kaya Toast to release collaborated merchandise in time for National Day. The drop included vinyl heat-press graphic tees and hoodies as well as shoe charms and enamel pins inspired by Ya Kun menu items such as kaya butter toast, iced tea, soft boiled eggs.

In an interview with MARKETING-INTERACTIVE at the time, adidas Singapore's brand communications manager Tiffany Cheah said that it wanted to partner with a uniquely Singaporean brand that would resonate with the local community and provide an opportunity to wear local pride on sleeves and shoes. 

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