For Lunar New Year, adidas turned away from spectacle and leaned into sincerity, spotlighting the next generation of Chinese football talent in a moving 1:25 film created by TBWA Shanghai.
Anchored by the familiar melody of “Happy New Year,” the film follows young players from the Xu Genbao Football Base and Tsinghua University High School Football Team as they briefly step away from traditional festivities to reunite with their football family, coaches, teammates, and mentors, during the holiday.
Instead of fireworks and fanfare, the story derives its power from quiet moments. Training sessions unfold in the snow. Dumplings are shared. Laughter spills into impromptu dance breaks. Football is not positioned as separate from culture, but woven directly into it. The pitch becomes an extension of home.
The film taps into core Lunar New Year themes: family, reunion, optimism, and hope for the future, reframing the idea of “togetherness” to include chosen family and shared ambition. In the closing moments, the young athletes voice their personal dreams, grounding the piece in authenticity rather than brand messaging.
Visually, the spot favors intimacy over grandeur. Natural light, tactile winter textures, and close-up character moments create a grounded realism that reinforces the emotional tone. It feels less like a campaign and more like a tribute. Watch below:
Released across adidas’ official channels, including WeChat, Rednote, Douyin, and Weibo, along with vertical football media, the film reinforces the brand’s ongoing commitment to youth football development in China. Through partnerships with the China Football Development Foundation and the China High School Football League, adidas continues to invest in the country’s long-term football ambitions.
In a holiday often defined by nostalgia and reflection, adidas honored tradition while looking ahead, placing its trust in the dreams of China’s young players and the communities that support them.
CREDITS:
BRAND: adidas
AGENCY: TBWA, Shanghai
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