A pop-up store in Chengdu broke its own sales record before adidas Originals even launched the JENNIE collection worldwide, a result that would have been unthinkable during the company’s Yeezy years.
The adidas Originals by JENNIE FW26 collection launched globally last week, marking JENNIE’s debut as a co-designer for adidas. Built around a concept the brand calls Functional Grace, the range turns ballet references into wearable sportswear, led by the Superstar SQ Ballet, a square-toe reworked version of the Superstar silhouette with a lambskin lining and ribbon detailing. Apparel includes wrap skirts, sheer bodysuits and polar fleece hoodies, with prices topping out at 999 yuan.
Before the global rollout, adidas Originals ran two pop-up activations at flagship stores on Anfu Road in Shanghai and at Taikoo Li in Chengdu. The Chengdu store broke its own single-day sales record on opening day, according to Chinese business outlet 36Kr.
From Yeezy to a narrower creative role
adidas is still absorbing lessons from its collaboration history. The Yeezy partnership with Kanye West peaked at 1.7 billion dollars in annual sales before adidas ended the deal in October 2022 after the rapper’s antisemitic remarks, leaving the company with roughly 1.2 billion euros of unsold inventory.
Ivy Park, the line built with Beyoncé, traced a smaller version of the same arc: revenue fell from 93 million dollars in 2021 to 40 million dollars in 2022, far short of an internal target of 250 million dollars, before the partnership ended.
JENNIE’s role is structured differently. She is positioned as a style co-creator within adidas Originals, rather than the owner of an independent sub-brand with its own creative mandate. That structure concentrates the brand risk with adidas if a partnership turns toxic, while preserving upside if the product lands.
A managed roster spanning segments and demographics
The JENNIE collection sits inside a wider adidas Originals ambassador structure that already includes Lionel Messi, Bad Bunny, Kendall Jenner and James Harden, each mapped to a different consumer segment rather than carrying the whole brand narrative alone. JENNIE´s audience, built through BLACKPINK’s K-pop success, spans teenagers through millennials rather than one narrow demographic, which may explain why adidas picked her alongside Messi, Bad Bunny and Kendall Jenner instead of relying on her as a stand-alone bet.
The ambassador roster is only one part of chief executive officer Bjørn Gulden’s playbook since 2023. The other part runs through the product line itself: revivals of Samba, Gazelle, Spezial and Campus, plus a rotating push behind Superstar, with 36Kr reporting Stan Smith next in line for a 2026 refresh. Together, the two tracks aim to build recognition around the adidas name rather than any single signed personality.
The open question is durability
The early retail signals are strong, but adidas is testing more than a product launch. The company is testing whether celebrity influence works best as an input into the brand rather than a brand identity of its own.
The Yeezy partnership belongs to the past. What the future looks like, beyond K-pop and ballet shows, is open.
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Analysis, insights, and expert perspectives on the sporting goods industry across Asia-Pacific — covering market trends, manufacturing, retail, and brand strategy from China to Southeast Asia to Oceania. With Jakarta-based contributing editor Yohana Belinda.
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