Adidas Originals collaborated with dentsu Hong Kong to deliver an experiential activation at ComplexCon Hong Kong. adidas Provision Store（愛迪達辦館） combined football heritage with street aesthetics, presenting an experience-led platform in Hong Kong.
Drawing inspiration from Fa Yuen Street, a football jersey shopping destination in the city, the brand booth reimagined a local landmark through a contemporary lens. From its name to its overall spatial language, dentsu Hong Kong used the space to echo the visual identity and atmosphere of Hong Kong’s football retail culture.
At the center of the event space was a jersey wall displaying adidas jerseys to recreate the experience of browsing football kits in street settings. Through its layout and visual presentation, the installation showed the intersection of sport, fashion and street culture.
The booth included on-site jersey personalisation, allowing visitors to add letters, numbers and embellishments. This element positioned football jerseys as personal style items and invited visitors to participate in the process.
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Korean artist Jay Park and boy group LNGSHOT appeared at the activation, joining visitors for a collection reveal following a performance with street performers.
“Their presence brought the experience to a climactic close, amplifying the cultural energy on the show floor,” said dentsu Hong Kong.
