Adidas has launched 'Assemble Korean Squad,' a campaign centered on Korea in anticipation of the 2026 FIFA World Cup. Beyond the national football team, the campaign delivers a message that encompasses all Koreans who enjoy football in their daily lives as part of one unified 'squad.'
The film features current football stars Son Heung-min and Lee Kang-in alongside Stray Kids' Felix, illustrating a crossover between sports and K-culture. Korean football legends such as Cha Bum-kun and Koo Ja-cheol also appear sequentially, emphasizing a multi-generational football legacy that bridges past and present.
What stands out is the inclusion of everyday individuals—students, soldiers, and creators—who play football in their own environments. These participants expand the meaning of a 'Korean squad' into cultural and social dimensions, blurring the line between elite sport and grassroots participation. Through this approach, Adidas visualizes how football is deeply embedded across Korean society.
The campaign is part of Adidas's strategic positioning in the Korean market ahead of the 2026 World Cup, and is being recognized as a case study in how global sports brands can resonate authentically with local culture.
The film features current football stars Son Heung-min and Lee Kang-in alongside Stray Kids' Felix, illustrating a crossover between sports and K-culture. Korean football legends such as Cha Bum-kun and Koo Ja-cheol also appear sequentially, emphasizing a multi-generational football legacy that bridges past and present.
What stands out is the inclusion of everyday individuals—students, soldiers, and creators—who play football in their own environments. These participants expand the meaning of a 'Korean squad' into cultural and social dimensions, blurring the line between elite sport and grassroots participation. Through this approach, Adidas visualizes how football is deeply embedded across Korean society.
The campaign is part of Adidas's strategic positioning in the Korean market ahead of the 2026 World Cup, and is being recognized as a case study in how global sports brands can resonate authentically with local culture.
FAQ
Who appeared in the adidas Assemble Korean Squad campaign?
Son Heung-min, Lee Kang-in, and Stray Kids' Felix were featured as key figures, alongside Korean football legends like Cha Bum-kun and Koo Ja-cheol, as well as everyday people including students, soldiers, and creators, representing Korean football culture across generations and backgrounds.
What campaign did adidas launch in Korea ahead of the 2026 World Cup?
The 'Assemble Korean Squad' campaign. It unites not only the national team but all Koreans who enjoy football in daily life as one squad, showcasing the fusion of sports and K-culture.
Why did Stray Kids' Felix appear in the adidas Korea campaign?
Felix's appearance visualizes the crossover between sports and K-culture. By featuring both football stars and a K-pop icon, adidas emphasized football's influence across Korean culture and its global appeal.
