I-DLE - YUQI
The retro-football trend is taking over Chinese streets with YUQI, who becomes the official face of the legendary Adidas Samba in an explosive campaign.
Broadcast yesterday on the official Adidas China social media, the new advertisement highlights the Samba model, a true icon of the Originals range. In an urban and rhythmic universe, YUQI proves that this historic shoe, once reserved for football fields, has become the essential accessory of today’s streetwear fashion.
The video focuses on the energy of movement. YUQI appears with a “New Chinese” style, skillfully blending modern sports pieces with local cultural touches. The Adidas Samba, with its characteristic gum sole and its contrasting three stripes, is at the heart of every shot, emphasizing the strong return of slim and vintage silhouettes.
YUQI is not the only one embodying this revival. She is accompanied in this spot by two other young individuals, local trendsetters who reinforce the idea of a powerful female collective. Together, they embody the versatility of the Samba: a shoe capable of transitioning from a casual look to a bold stage outfit.
This collaboration confirms Adidas’ strategy of relying on ambassadors with strong identities to relaunch its classics. YUQI, with her international aura and her unique connection with the Chinese audience, is the perfect choice to make the Samba the must-have pair of 2026.
The spot concludes with a polished aesthetic, blending nostalgia and futurism, hinting at more surprises for this Originals series.
With YUQI as the headliner, the Adidas Samba establishes itself as the new queen of the pavement in China.
Journalist: Shawn
Translator: Shawn
Source: SNS Adidas Chine
