Street Culture, Now Pet-Sized: adidas Originals Pet Launches in China
Off the leash: adidas Originals Pet collection retail experience lands in Shanghai.
Following the sell-out success of its China-exclusive debut last year, we recently worked with adidas Originals to officially launch its Pet collection as a permanent retail experience - marking a confident move into one of China’s fastest-growing lifestyle categories.
Launching as a retail activation in the courtyard of the new adidas Originals store in both Zhangyuan (once hailed the best garden of Shanghai) and Anfu Road, the concept responds to the growing humanisation of pets and the rise of pet ownership as a social, street-level activity. The ambition: to position petwear not as an accessory category, but as a legitimate street culture statement.
Designed to integrate seamlessly into the adidas Originals retail identity, the Pet collection's retail experience balances adidas Originals authenticity with lifestyle legitimacy. Social-first scenography, intentionally pet-friendly features and bold, ownable visual cues transform petwear from simple display into something to be experienced - turning shopping trips into moments of cultural heat and shared experiences for both pet owners and their pets.
With a flexible suite of VM and ISC tools now rolling out across key stores in China, adidas Originals Pet retail experience signals a new chapter: where pets, owners and street culture walk in tandem.
