Addidas Original - A Fashion Foresight
- Marwa Kaabour
- Aug 10
- 2 min read
When adidas dresses your pet, it’s not just fashion—it’s foresight.
Addidas Originals launched a limited-edition pet collection in China last month. Think miniature versions of its classic Cali Tee. Premium leather collars. Travel carriers with the kind of detailing you’d expect on a capsule sneaker drop. It’s streetwear for the paws, a statement of utter cuteness.
What does this mean when a global consumer brand pivots to pets ?
Because it sees what others overlook: a $300 billion pet economy.
A cultural shift where pets are more than animals—they’re lifestyle companions, emotional extensions, status markers.
For Gen Alphas and Gen Zs especially, a cat or a dog isn’t just a pet. It’s part of the brand they build around themselves.
Have you seen their channels on hashtag#TikTok and hashtag#Instagram ?
Have you heard of the term hashtag#Petfluencers ?
Adidas isn’t experimenting. It’s expanding. Strategically.
Let’s zoom out for a while because that's what good marketers do.
Great brands know when to enter a new segment—and how to do it without diluting their essence. This move isn’t about selling collars. It’s about widening the brand’s sphere of influence. Staying iconic, yes, while becoming more inclusive, a brand trend for this century.
What’s the lesson for us marketers?
Brand expansion isn’t about chasing trends. It’s about entering new spaces without losing your core. It’s knowing that brand love doesn’t come from product categories. It comes from emotional proximity.
Adidas made pet fashion feel inevitable. Almost obvious.
I wont call this genuis. I would call it textbook strategy. Brand strategy tools remain timeless.
When we map out brand expansion, we often start with the fundamentals: new products, new geographies, or new customer segments. Adidas has delivered a textbook example of horizontal expansion—opening the door to a completely fresh consumer group.
And that’s no small feat for a brand already so deeply embedded in mass consumer culture. For a company that seems to have “something for everyone,” they’ve still managed to find a white space—and fill it with relevance. That level of strategic imagination deserves recognition. 👏
Which begs the question—arent these the cutest ads? ⬇️ ⬇️
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