adidas taps dentsu HK to bring local football culture to life

adidas Originals partnered with dentsu Hong Kong to deliver a culture-driven experiential activation at ComplexCon Hong Kong, grounded in local cultural insight.

Dubbed the adidas Provision Store (愛迪達辦館), the activation fused football heritage with street aesthetics, transforming the brand's connection to sport and street culture into a distinctly Hong Kong–inspired, experience-led platform.

Drawing inspiration from Fa Yuen Street—one of the city's most iconic destinations for football jersey shopping—the booth reimagined a familiar local landmark through a contemporary lens. From its name to its spatial language, dentsu Hong Kong fully utilised the space to echo the visual identity and atmosphere of Hong Kong's football retail culture, creating an environment instantly recognisable and deeply rooted in the city's street fabric.

At the heart of the space stood a striking giant jersey wall, densely displaying adidas jerseys to recreate the experience of browsing football kits amid bustling streets. Through its layout and visual storytelling, the installation highlighted the intersection of sport, fashion, and street culture in a way that felt authentic and intuitive to local audiences.

To deepen engagement, the booth offered on-site jersey personalisation, allowing visitors to add customised letters, numbers, and fashion-forward embellishments. This interactive element transformed football jerseys into personal style statements, inviting visitors to become co-creators and reinforcing the idea of jerseys as creative canvases rather than static merchandise.

As a highlight of the activation, Korean superstar Jay Park and emerging boy group LNGSHOT made a special appearance, joining fans on‑site to witness the collection reveal following a high‑energy performance alongside street performers. Their presence brought the experience to a climactic close, amplifying the cultural energy on the show floor.

ComplexCon Hong Kong 2026 took place from 21 to 22 March at AsiaWorld-Expo, bringing together the worlds of fashion, art, music, technology, and cuisine. This year, the global cultural event was helmed by Kasing Lung, the creator of Labubu, as artistic director, and featured performances from renowned artists including Jennie and Yeat. Attendees were treated to exclusive product drops, immersive installations, and live musical acts.

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

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