Adidas Unveils 2026 World Cup Campaign Starring Son Heung-min, Lee Kang-in, and Felix

Adidas has unveiled its local brand campaign 'YOU GOT THIS' ahead of the 2026 FIFA World Cup in North and Central America. The campaign features Korean national football team stars Son Heung-min and Lee Kang-in, alongside Stray Kids' Felix, while the global lineup includes icons like Lionel Messi, Jude Bellingham, Lamine Yamal, and Bad Bunny. The cross-cultural roster blending sports and entertainment has already generated buzz for setting the tone before the tournament even begins.

Accompanying the campaign is the 'FREE THE ECHOES' project, a series of experiential events rolling out across Seoul. Highlights include the guerrilla-style 'Three Stripes Market' hosted by comedian Yoo Se-yoon and rapper Muzie, a Korea vs Czech Republic fan event where chants serve as currency, and a supporter trip to the Mexico vs Korea match for challenge participants.

Taking place in Seoul's trendiest districts—Gangnam, Hongdae, Seongsu, and Itaewon—the initiative goes beyond traditional marketing by creating immersive, participatory experiences for fans. With reactions declaring the campaign already won before kickoff, Adidas is solidifying its role as a connector of sports, culture, and community through this World Cup activation.