We are used to tournaments having their own, and even national teams recording a World Cup song, but in a world first, Japan’s kit now has its own anthem.
Singer Ado guarantees global reach
Japanese singer Ado is the voice behind the song. This choice of artist is guaranteed to bring a much wider international audience attention to the team kit for Adidas.
The 23-year old is one of the most-streamed Japanese artists outside of Japan. She performs anonymously, using avatars or silhouettes for live performances, but has a highly recognisable vocal style that’s proved a hit with J-Pop fans.
The song, titled “Kira” (綺羅) or “sparkle,” was written, composed and arranged by Tatsuya Kitani. Collaborating with singer and songwriter Kitani is another move guaranteed to boost reach.
The full song will be released on 22 April, 2026.
Anime medium delivers message of Adidas’ intended audience
According to Netflix, more than half of its 300 million worldwide audience watches anime content. The medium is particularly popular with Gen-Z, with 42 percent of Gen-Z and 25 percent of Millennials watching anime regularly according to Polygon.
Anime incorporates all genres as well as multiple content forms including TV, magazines, and online gaming. This makes it ideal for a cross-platform media campaign.
Japan’s kit song a “ticklist” of modern advertising campaign
In a move which takes literally the resonance of narrative and storytelling, real players have been rendered as anime characters in the music video.
The Japanese national players can be seen confronting players from around the world and cheered on by supporters, real and anime. The short extract resembles an anime “entrance;” sequences where new characters are introduced or arrive to change the course of a battle.
The use of the anime medium provides some of the pillars of what are considered a successful modern advertising campaign: characters and conflict, emotion, consistency, and memorable experiences.
Japan’s FIFA World Cup kit goes beyond the horizon
The kit was originally unveiled in Nov. 2025 and features the heritage blue which gives the team its nickname of the “Samurai Blue.” The overall concept is “horizon.” White graphics represent waves and “the spirit of the Japanese national soccer team, which is calm and composed, and full of desire to go beyond the limits of the past,” according to Adidas.
Japan’s match against Tunisia on 20 June at the Monterrey Stadium in Mexico will be the tournament’s 1000th game played.
