adidas
Originals
Year of the Horse
Launch the Horse Year campaign following the explosive pre-sale success of the China Track Top, and position adidas Originals as the cultural spark for Gen Z during the Horse New Year.
The Brief :
Turn tradition into momentum. The brief was to build Lunar New Year cultural relevance for adidas Originals, starting with the China Track Top drop as the market preheat, then scaling into a full Horse Year campaign that positions the brand as the style authority for a generation redefining what heritage means.
Our Communication direction:
The objective was to celebrate 「经典向前」, honouring heritage while reimagining CNY aesthetics with a modern edge.
We know Gen Z doesn’t reject tradition. They remix it.
They swap formal reunions for new rituals, blend classic red into streetwear, and turn calligraphy into memes.
Our role was very clear:
Bridge tradition and youth culture.
Own festival style.
Empower a generation to move heritage forward.
Our Creative Idea:
Move Forward, Celebrate Together.
It’s movement.
It’s individuality in motion.
Its culture is expressed together.
The China Track Top ignited the spark, remixing Eastern aesthetics, upgrading fabrics, and expanding silhouettes for every identity. It proved that heritage can evolve.
Then Horse Year amplified that momentum.
Inspired by the decisive movement of the horse in Chinese chess, we turned tradition into a stage of self-expression. Celebrities united, each distinct, each expressive, showing that culture doesn’t stand still. It moves with the people who wear it.
And the manifesto:
在所有经典之前，
总有那个第一个出发的人。
不是追随，
而是把旧的方式，
走出新的可能。
不人云亦云，
而是专注当下，
创造属于自己的时刻。
因为真正的OG，
不是别人给的，
而是自己创造出来的。
我们这一代，
不想再等规则，
更不怕偏离轨道。
把传承改写成风格，
让每一瞬间都化为经典时刻。
马年到了，
让每一步都成为新的态度。
自由、奔放、坚定，
正是我抢先一步向前的节奏。
我，就是我自己的经典。
经典向前，
我立马当先。
Output:
In one month, the campaign reached over 1 billion people across social media and OOH in 6 cities.
The film surpassed 10M views, the hashtag #經典向前立馬當先 was used 500,000 times, and sales increased by 200%.