adidas honours China's youth football dream in heartwarming CNY film

Adidas has unveiled an emotionally resonant Chinese New Year film that pays tribute to the next generation of Chinese football talent.

Centred around the iconic "Happy New Year" song, the one-minute film—created in collaboration with TBWA Shanghai—spotlights young footballers from the Xu Genbao Football Base and Tsinghua University High School Football Team. Amid festive celebrations, these athletes choose to reunite with their football family — coaches and teammates — reflecting their deep passion for the game and the joy it brings.

The film serves as a heartfelt homage to the dedication and spirit of youth footballers in China. It beautifully echoes the core values of Chinese New Year — family, unity, hope, and optimism — all while showcasing the shared heartbeat of football.

Poignant scenes highlight the athletes’ lives both on and off the pitch: training in the snow, enjoying dumplings, dancing, and sharing intimate moments that show how football is interwoven with their lives and culture. The film concludes with touching clips of the young players expressing their personal hopes and dreams for their football future.

The film was released on adidas’ official social media channels including WeChat, Rednote, Douyin and Weibo, as well as on vertical football media.

In China, adidas is committed to advancing China's football dream through strategic partnerships and support of key youth football initiatives including the China Football Development Foundation and the China High School Football League.

MARKETING-INTERACTIVE has reached out to adidas for more information.

While in Hong Kong, adidas unveiled its latest Chinese New Year collection, styled in collaboration with students from the Hong Kong Design Institute (HKDI), offering a fresh, locally inspired take on the brand’s festive offerings.

The campaign has also invited the students to contribute to the in-store display, aiming to create an immersive retail experience that celebrates the season while advancing the Originals style.

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