Adidas Reinvents the Three Stripes with Localized Strategies on the 20th Anniversary of Its Shanghai Creative Center | The Frontline

In the fashion world, the House Code is of utmost importance. It is the core gene and rule system on which any brand with a long - standing history relies for survival and development. Based on the spirit of the founder, it is a set of ultimate answers about "who we are" and "how we do things" that has been refined over decades or even centuries.

The House Code consists of many elements. The obvious ones include the brand logo, iconic products, core craftsmanship, and materials. The hidden element is the core identity, which represents the brand's spirit and values. The former serves as the medium for the brand to communicate with the outside world and is the brand's "appearance," while the latter ensures that the brand remains relevant to the contemporary world despite the changing market trends.

Adidas, which has been established for over 76 years, has long extended its reach beyond professional sports into the fashion field. It is now reinterpreting one of its core House Codes - the iconic three stripes - with a localized approach.

Reshaping Professionalism with Trends: Adidas Gets Closer to the Youth

On the evening of October 16th, Adidas took the stage as the finale of Shanghai Fashion Week. The entire show was inspired by the concept of "POWER OF THREE," presenting more than a hundred looks and extending into three segments corresponding to the brand's innovation directions: the speed of sports, the rhythm of the East, and street self - expression.

"The creative core of the entire show stems from the exploration of 'how to present possibilities,'" Patrick, the Senior Vice President of Product for Adidas Greater China, told 36Kr. "Initially, we just wanted to present some designs that the public had never imagined. However, as the project progressed, many ideas that seemed impossible at first gradually became a reality. In the end, more than 80% of these creative ideas will be launched to consumers at different stages next year, truly translating into business results."

Adidas Hosted the "POWER OF THREE" Series Event in Shanghai

Chinese consumers, especially the younger generation, have shifted their definition of "sportswear" from professional functionality to daily trends. There has also been a crucial transformation in the carriers of the three stripes. In the second quarter of this year, the ADIZERO EVO SL contributed nearly 30% to the global running shoe business growth. A significant portion of consumers wear the ADIZERO for daily running, which is what Patrick calls the "speed - racing aesthetics" trend.

The FOS "Pioneering Sports" series is another example. Catering to the rise of the domestic outdoor functional Gorpcore market, this series, which combines the brand's sports genes with urban functional style, is highly popular among the new generation of fashion enthusiasts in China and overseas. Currently, Adidas has opened dedicated Pioneering Sports stores in multiple cities.

In the more feminine fashion field, Adidas has also launched many local best - sellers. Take the tutu skirt designed by designer Yuanhui as an example. The 2.0 version of the tutu skirt innovatively incorporates a comfortable leggings design, making localized modifications to the product and effectively solving the practicality problem of daily wear. Another best - selling product is the new Chinese - style coat. From the "China" character print in the 1.0 version to the silk frog closures in the 2.0 version, and then to the combination of suede and denim, traditional Chinese clothing elements are cleverly integrated. In the footwear category, the new Chinese - style low - heel shoes embroidered with lucky bamboo patterns were presented as a cultural symbol at the "Three - Stripes Girls Limited - Time Space" on Anfu Road in April this year.

The creative support behind this series of innovative products comes from the Creative Center Shanghai (CCS) established by Adidas in Shanghai.

The localized exploration of CCS can be traced back to 2008. As the official partner of the Beijing Olympics, Adidas created the award - ceremony uniforms for the Chinese sports delegation through CCS, which was the first localized masterpiece after the center's establishment. The following year, CCS collaborated with Jet Li to launch the "Wuji" series. This co - branded cooperation, regarded as the pioneer of the "new Chinese style," has been selling well for eleven years.

In 2011, the Adidas Chinese New Year series made its debut for the first time. In 2022, Adidas began to explore the new Chinese style through CCS. In 2023, it launched the "China" series three - stripe coats for the first time. During the Chinese New Year in 2024 and 2025, the "Tang suit" coats innovatively created by CCS triggered a buying frenzy and sparked extensive discussions in domestic and international media and social platforms.

"On the one hand, we hope that in the future, CCS will become a platform for talented people in China who are creative and passionate about design, providing more people with opportunities to participate in the industry. On the other hand, I also hope that in the future, CCS can win the hearts of consumers, and they will feel a sense of intimacy and warmth towards the products created by CCS. Because CCS itself is a co - created work tailored for consumers, growing out of pursuit and love," said Patrick.

From Insight, Trial - and - Error to Upgrade: CCS Demonstrates Effective Local Innovation

Nowadays, the proportion of creative products led by CCS in Adidas' overall product portfolio in Greater China is increasing. There are almost several "China - exclusive" creative products launched every month.

More "China - exclusive" and localized products mean that CCS needs to maintain a keen market sense in terms of trend insight and shaping. However, this exploration path has not been smooth sailing. Patrick frankly told 36Kr that the brand did experience trial - and - error in the process of trend judgment and specifically mentioned that the market response of the first - generation FOS series did not meet expectations. "It was through this unsuccessful attempt that we gained a deeper understanding of the importance of continuous dialogue with consumers, which in turn promoted the iteration and upgrade of subsequent versions."

Patrick, Senior Vice President of Product for Adidas Greater China

In contrast, the pet series launched by Adidas this year is a successful example of the brand accurately grasping market demand. Although the series achieved an initial victory, it exposed the problem of insufficient consideration of the diversity of pet body sizes in terms of size settings. "We initially failed to fully recognize the significant differences in leg length and other aspects among different pet breeds," Patrick explained. "Through consumer feedback, we realized that this is exactly one of the details that users care most about."

Based on these insights, Adidas added three new sizes for the second release to fit more pet body sizes. Patrick believes that this rapid adjustment process was made possible by Adidas' large and flexible supply chain in China, which once again confirms Adidas' business philosophy: consumers do not value perfect products but whether the brand is willing to listen to and respond to their needs in a timely manner. This continuous dialogue and dynamic adjustment interaction mechanism is an important cornerstone for the brand to establish a long - lasting connection with consumers.

In Patrick's view, the "In China, For China" strategy of the brand is driven by a closely - linked decision - making chain: It is based on the brand's core archive, interpreted by the local creative team, calibrated through continuous user communication, and finally quickly verified and iterated with the help of the flexible supply chain.

"Adidas' history itself is a great source of inspiration," Patrick told us. "We often talk about innovation, but in fact, every innovation is a reinterpretation of Adidas' history. We use a new perspective to interpret a product that has appeared in the world before. Because it can evoke empathy and also bring freshness. The feeling of being familiar yet new is exactly what consumers love the most. If we simply pursue so - called innovation without emotional resonance with consumers, this kind of innovation is cold and heartless. Creativity does not come out of thin air."

Nowadays, one - quarter of Adidas' locally - designed products are sold to overseas markets, mainly in Japan, South Korea, and Southeast Asia. As one of the four global creative centers on par with those in Los Angeles, Tokyo, and Herzogenaurach, CCS will also have more frequent talent exchanges.

As Patrick said, the secret of Adidas is "global genes, local innovation," and the real "new Chinese style" is not just an empty name but to create products that Chinese consumers truly love.