Global Brand, Local Launch: Why Adidas’s China-First Pet Collection Is a Smart PR Move
Adidas Originals has launched two collections of streetwear-inspired apparel and accessories for pets in 2025, available exclusively in China. The first drop was in May, followed by the Fall/Winter 2025 collection in October. Designed for both dogs and cats, the collection features apparel and accessories inspired by classic Adidas designs.
While pet owners are excited about creating matching outfits, for Adidas this initiative is about more than fashion. It represents a strategic move to strengthen brand visibility. By launching the collection exclusively in the lucrative and trend-driven Chinese market, Adidas generated hype and a sense of exclusivity that sparked international buzz and anticipation for a potential global release.
Marketing and PR Efforts Behind the Strategy
Expansion of the Brand Ecosystem
Adidas positioned the pet collection not as a novelty but as a natural extension of its brand. By offering pet apparel that reflects the Originals aesthetic, the company reinforced its position as a comprehensive lifestyle label rather than a traditional sportswear brand.
High-Profile Launch Events
The collection debuted at key events and retail locations in China. The initial release in May 2025 included a showcase at the Shanghai Superstar Con event and at the Adidas flagship store on Anfu Road, a hub for trend-conscious consumers.
Media and Influencer Relations
The launch attracted strong media coverage both locally and internationally, driven by the collection’s novelty. Collaborations with pet influencers likely amplified engagement within China’s rapidly growing pet market.
Brand Messaging and Narrative
Adidas crafted messaging that aligned with its values and audience interests. The campaign received widespread recognition and positive reviews for its creativity and originality.
Expanding Audience and Market Value
Through this collection, Adidas reached a new audience segment, added value to its brand offering, and contributed to broader business growth and productivity.
Let Marketing and PR Work for You
Create Emotional Connections
Effective PR goes beyond visibility. It is about building genuine connections. Identify the emotional drivers that resonate with your audience and craft stories that align with their values, passions, and everyday experiences.
Show Brand Versatility
The Adidas Pet Collection showcased adaptability, demonstrating that a brand can evolve into new lifestyle spaces while staying true to its identity. Strategic marketing and PR can reveal new facets of your brand without losing authenticity.
Harness the Power of Community and Conversation
Modern marketing thrives on participation. Encourage your customers to be part of your story through user-generated content, influencer collaborations, and community-focused initiatives that foster engagement and loyalty.
Extend Your Brand into Everyday Life
Find meaningful ways for your brand to appear in your customers’ daily routines. When marketing and PR highlight how your brand fits naturally into moments such as morning routines, family activities, or pet care, your story becomes more relevant and memorable.
Use PR to Amplify Marketing Wins
A creative campaign may capture attention, but PR ensures it reaches the right audiences and media platforms. Balance paid marketing with earned visibility to build credibility and long-term brand equity.
Think Long-Term Brand Impact
The Pet Collection not only created short-term excitement but also repositioned Adidas as a brand attuned to contemporary lifestyles. Every marketing and PR effort should reinforce long-term brand perception, not just immediate sales.
Conclusion
When marketing and PR work together strategically, your brand becomes more than the products or services you offer. It becomes a meaningful part of your customers’ world. Adidas’s approach expanded its audience connection, strengthened visibility, and enhanced credibility.
At Coral Communications, we help brands achieve the same balance of strategy and creativity. From campaigns to CSR initiatives and thought leadership content, our team is ready to support your next step.
