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.
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