Adidas recently unveiled the 2026 men’s World Cup (World Cup) jerseys in the US, Canada and Mexico. For the Chinese market, the Herzogenaurach-based sporting goods retailer celebrated the launch with an event with a fashion show and other activities.
Fashion show and retro market
After unveiling the new jerseys of 25 national teams in mid-March, the company brought its Chinese community together for a three-day event at the historic Xintiandi Laguna Elementary School grounds, Adidas said. It started with a fashion show that unveiled the jerseys in the schoolyard and at the same time brought back the first memories of the “round leather” and breaks in childhood. The collection was presented by brand ambassador and actor Dylan Wang (Wáng Hèdì) as well as the football teams of Shanghai Jiao Tong University and Tongji University.
On the following two days, Adidas will host an interactive market in the main building together with the local creative market Common Rare. Part of this included stands with retro jerseys, screen printing workshops and vinyl records. Other activities included a “skateboarding class,” street dance flash mobs and a “World Cup-themed canteen.”
World Cup archive with collectibles
On the fourth floor of the building, the “World Cup Archive” provided a look back at the shared history of Adidas and the Fédération Internationale de Football Association (FIFA), which organizes the World Cup. On display were, among other things, rare collector’s items, historical jerseys and photos. A central element was also the return of the Trefoil logo to the national jerseys for the upcoming World Cup after 36 years, which is associated with the Adidas Originals lifestyle line.
