What 'authentically Singaporean' means for global brands like adidas

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adidas Singapore has closed out its 2025 Key city tee collection by celebrating everyday local moments. The latest drop features a 'Mini Mart Tee' depicting a bustling void deck reimagined as an adidas mini mart complete with a sneaker vending machine and rails of clothing, and a 'Lim Kopi Tee' that transforms Singapore's Nanyang-style coffee into a retro mascot. The latter was designed by an adiClub member and is a playful nod to heritage packaging of metal tins tied with raffia strings.

The final designs make up the brand's 'Community' drop of the 2025 Key city tee collection, which celebrates the everyday connections that make Singapore feel like home. "Our 2025 key city tee collection is deeply rooted in the vibrant tapestry of Singapore’s everyday local culture.

Last year's theme, 'Three stripes, three Cs' offers a playful, nostalgic nod the 5Cs - traditional markets of material success in the 1990s," said Chen Rui Yuan, country manager, Singapore, adidas in conversation with MARKETING-INTERACTIVE.

By reimagining this cultural shorthand, we've shifted the focus from status symbols to the soul of the nation.

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The collection was unveiled in three drops throughout the year under the pillars 'Culture', 'Cuisine' and 'Community'. The first drop, 'Culture', celebrated the heritage and lived traditions that defined Singapore, blending historical motifs with modern streetwear. The collection was inspired by local childhood games and the island-city's vibrant and iconic shophouses.

The second drop, 'Cuisine' paid homage to Singapore's status as a food paradise featuring iconic ice cream truck uncles found across the streets, as well as prata (flatbread) and teh tarik (pulled tea) designs that were co-created by adidas' adiClub members. The final drop, 'Community', placed otters and shared spaced in the spotlight.

"We chose to conclude the year with the ‘Community’ pillar as it is the people who truly define the nation. This final drop celebrates the everyday connections that make Singapore feel like home - whether it’s mini marts, the familiar mama shops (sundry shops) just below your block, or to lim kopi (drink coffee) - the local kopitiam where coffee is brewed in a condensed milk can and conversations flow freely," said Chen.

The collection, said Chen, was designed to reflect life as it is lived, not just how it is seen:

Our goal was to blend iconic sport style with the relatable quirks of local life. We found the perfect inspiration by looking at our daily routines.

"The result is a collection that feels like home to locals and serves as a unique souvenir for visitor," explained Chen. Selected designs were created by adiClub members, guided by the question: What is their favourite local quirk?

According to Chen, the series has been well received, with fans praising its local references, pointing to the National Day-inspired adidas x MILO starter pack tees and "Rep your hood" collection, which featured 17 neighbourhood-specific designs. “The response was so enthusiastic that it triggered a wave of comments across social media, with fans calling for even more designs to represent the many vibrant neighbourhoods in Singapore and eagerly speculated on what adidas Singapore has in store for the next National Day,” he said.

Looking ahead, adidas plans to continue the 'Key City Tee' series in 2026. This year, the brand will collaborate with local artists on limited-edition fanwear for events such as the Standard Chartered Singapore Marathon and Motorsport season, alongside Lunar New Year key city tees and a uniquely Singaporean Originals lineup.

Beyond retail, adidas has brought select designs to life through community activations. For example, the prata and teh tarik design was launched with a lifestyle shoot and an exclusive menu during adiClub Days. “There are opportunities for certain designs to extend into meaningful community moments that celebrate local culture and the adiClub community. We’re excited to continue the Key city tee story in 2026, bringing the collection to life in ways that go beyond retail,” Chen said.

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