adidas concludes PR pitch for adidas KIDS China

Global sportswear giant adidas has appointed Switching-Time, a Shanghai-based communications agency under the Datawords Group, to bolster the presence of adidas KIDS in the Chinese market. The brand chose the agency for its deep regional market insights, creative strategy, and localised expertise.

Under the new partnership, Switching-Time is tasked with driving brand identity, managing press and influencer relations, and executing community-centric activations tailored directly to youth culture.

The collaboration has already produced a series of high-impact initiatives, including a culturally resonant Chinese New Year campaign, the interactive CLIMACOOL Kite Festival, and the “明日操场” running camp, which marked the brand’s first major physical activation for the kids' division in China.

Through this appointment, Switching-Time reinforces its positioning as a key strategic partner for international brands looking to navigate China. As part of the broader Datawords Group, which spans 25 countries, the agency marries on-the-ground execution with a global mission to connect brands with diverse audiences using cultural and emotional intelligence to deliver authentic, nuanced content.

Founded in 2012, Switching-Time is an integrated communications agency specialising in fashion, luxury, beauty, and lifestyle across PR, digital strategy, and experiential marketing.

MARKETING-INTERACTIVE has reached out to Switching-Time for more information.

Most recently, adidas has reportedly appointed Omnicom Media Group as its global media agency following a competitive pitch, ending WPP's long-running stewardship of the account.

According to multiple industry reports, WPP's EssenceMediacom was the incumbent, with Mediacom first winning the business in 2018 before merging with Essence in 2023. Publicis was also understood to have competed for the account, which has been valued at approximately US$512 million.

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