dentsu Hong Kong brings local football culture to ComplexCon for adidas Originals

adidas Originals collaborated with dentsu Hong Kong to deliver a culture‑driven experiential activation at ComplexCon Hong Kong. Grounded in local cultural insight, adidas Provision Store (愛迪達辦館) fused football heritage with street aesthetics, transforming the brand’s connection to sport and street culture into a distinctly Hong Kong-inspired, experience‑led platform.

Drawing inspiration from one of the city’s most iconic football jersey shopping destinations, Fa Yuen Street, the brand booth reimagined a familiar local landmark through a contemporary lens. From its name to its overall spatial language, dentsu Hong Kong fully utilised the space to echo the visual identity and atmosphere of Hong Kong’s football retail culture—instantly recognisable and deeply rooted in the city’s street fabric.

At the heart of the event space stood a striking giant jersey wall, densely displaying adidas jerseys to recreate the familiar experience of browsing football kits amid bustling streets. Through its layout and visual storytelling, the installation highlighted the intersection of sport, fashion and street culture in a way that felt authentic and intuitive to local audiences.

To deepen engagement, the booth offered on‑site jersey personalisation, allowing visitors to add customised letters, numbers and fashion‑forward embellishments. This interactive element transformed football jerseys into personal style statements, inviting visitors to become co‑creators and reinforcing the idea of jerseys as creative canvases rather than static merchandise.

As a highlight of the activation, Korean superstar Jay Park and emerging boy group LNGSHOT made a special appearance, joining fans on‑site to witness the collection reveal following a high‑energy performance alongside street performers. Their presence brought the experience to a climactic close, amplifying the cultural energy on the show floor.