adidas hands China media mandate to Publicis

Global sportswear brand adidas has handed its media mandate for China to Publicis Groupe following a competitive pitch, ending WPP's long-running stewardship of the account.

Under the new partnership, Publicis will manage the media buying and planning duties for adidas in China. Meanwhile, Omnicom Media Group has been appointed as adidas' global media agency.

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.

On the PR front, 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.

MARKETING-INTERACTIVE has reached out to Publicis for a statement. 

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