Award: CAMPAIGN CATEGORIES \ C25. Best Launch

To launch its locally designed 2025/26 collection and celebrate its Shanghai Creation Center’s 20th anniversary, adidas needed to prove it doesn’t just market in China, it creates there.

Securing the coveted Shanghai Fashion Week finale slot, we orchestrated a monumental runway event at the historic Old City Hall. Overcoming strict heritage-site constraints and severe weather, we engineered a kinetic “Power of Three” architectural setup featuring massive moving lightboxes suspended over three parallel runways.

The launch showcased 113 looks across a 30-minute spectacle, but the true innovation was its seamless commercial engine. We integrated a real-time “see now, buy now” ecosystem across Tmall, the CONFIRMED app, and nationwide flagship stores.

Reaching 800 live guests and millions online, the launch instantly translated cultural spectacle into commercial success, achieving viral traction for locally crafted designs and firmly establishing adidas as an authentic Chinese cultural creator.