Satisfying a voracious and insatiable market like fashion is becoming an increasingly difficult task. Today, in order to leave their mark, brands are pushed to constantly seek novelty, churning out bold and at times absurd ideas and strategies, to the point of creating products that consumers never even knew they needed.

In line with this trend, Adidas has gone all-in on the love for pets in China, launching a limited-edition capsule collection designed to dress pets according to the rules of Chinese streetwear.

Although risky, Adidas’ idea seems to be carefully thought out: it's clear that for the younger generations, especially Gen Z, the relationship with pets is entirely different from that of previous generations. Today, a pet is not just considered a part of the family, but is seen as a true child. This deeply rooted idea of pet parenthood translates into investing in every aspect of a pet’s life,  not just health, but also clothing, which becomes yet another area of daily life to be personalized and aestheticized.

The collection includes reimagined versions of Adidas classics, starting with the 1970 Cali Tee, redesigned in miniature and in various colors to dress dogs and cats of all sizes, as well as the Boston Bag, transformed into a polyurethane leather pet carrier. It’s dirt-resistant, equipped with side windows for more space, and available in both handheld and crossbody versions.

The collection debuted on May 20 at the Adidas Store in Shanghai, and was made available online across China the following week. For now, it remains exclusive to the Chinese market, with no confirmation yet of a global release.

Opening image: Adidas Originals Pet. Courtesy Adidas