adidas launches pickleball fest in HK to foster community through sport

adidas has teamed up with local creative agency We Glow to debut adi Pickleball Fest—a member-first activation that brings America’s fastest-growing court sport to Hong Kong.

Set against Victoria Harbour at K11 MUSEA’s Sculpture Park, the fest aims to transform curiosity into community. Through an open-air court and a phased programme, it serves as the anchor for adiClub Days, a special celebration held by adidas twice a year to reward members of its free membership programme, adiClub.

adidas is bringing the rhythm and social energy of pickleball to Hong Kong, inviting consumers to participate and share in the joy of movement. With a harborfront court, expert coaching, and a phased programme from discovery to competition, the brand has created a new urban platform for play, observation, and sharing. Everyone is welcome at K11 MUSEA to enjoy nearly a month of pickleball festivities, become an adiClub member, use points to book the court, sign up for the challenge, and experience the sport’s dynamism with friends.

Opening day welcomes public spectators, while ongoing play is reserved for adiClub members through points redemption. The highlight of the fest is the adiClub pickleball challenge—a members-only showdown on 22 November. 

Members can form their own teams and register to compete. A panel of professional judges will officiate a doubles knockout format, where 16 teams go head-to-head for adidas shopping vouchers and other prizes. The fest aims to deliver high-stakes competition, fast rallies, and a crowd-charged atmosphere for participants.

Complementing the court, a pickleball-themed adidas pop-up has been launched, featuring a complete range of gear—from lightweight starter paddles to advanced models designed for power and stability—alongside breathable apparel and footwear for every skill level.

Florence Kong, managing director, We Glow, said: “From the first sketch to the final rally, we engineered an experience—not just a court. We blended bold spatial design, seamless member mechanics, and shareable moments to turn adidas’ multi-sport spirit into a living city rhythm. We aim to make pickleball instantly approachable yet deeply engaging—inviting first-timers in, thrilling regulars, and planting the seeds of a new sport culture in Hong Kong.” 

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

Don’t miss: adidas Originals taps COLLAR's Marf to redefine women's fashion

Back in August, adidas Originals redefined women’s fashion with a campaign featuring its latest footwear collection for Fall/Winter 2025.

Featuring Marf from local girl group COLLAR, this campaign is available until September and marks a bold move to own the women’s fashion market, spotlighting originality, self-expression, and fresh takes on the iconic “Lo Profile” series. The campaign targets women in Hong Kong who are interested in fashion and self-expression.

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