Stray Kids’ Felix Join Adidas 2026 World Cup Campaign

Adidas officially kicked off its large-scale local campaign ahead of the 2026 FIFA World Cup, unveiling a star-studded lineup featuring Korean football icons and major K-pop stars.

On May 18, Adidas announced a new World Cup-themed campaign centered around a global lookbook concept showcasing sports and culture figures. Among the featured stars are Korean national team captains Son Heung-min and Lee Kang-in, alongside Felix of Stray Kids.

In the newly released campaign visuals, Son Heung-min, Lee Kang-in and Felix modeled Adidas’ special “PASS THE FLAME” home and away jersey collection created to celebrate the upcoming World Cup.

Adidas also announced a series of interactive events under the slogan “FREE THE ECHOES,” designed to help Korean fans enjoy the World Cup atmosphere despite many matches taking place during early morning hours due to time zone differences.

As part of the campaign, the brand plans to operate a traveling “Three Stripes General Store” pop-up across major Seoul districts including Gangnam, Hongdae, Seongsu, and Itaewon through June 1.

Fans selected through online applications will also have the chance to attend special public cheering events for the June 12 match between South Korea and the Czech Republic. In addition, participants in the “3-Second Cheer Reels Challenge” will be entered into a draw for an overseas cheering trip tied to the Mexico vs. South Korea match on June 19.

Comedy duo UV members Yoo Se-yoon and Muzie will participate in the campaign as ambassadors, adding a playful and energetic touch to the promotional events.

Meanwhile, Adidas will also host a special World Cup pop-up store at Starfield Hanam’s Central Atrium from May 19 to 26, further building anticipation for the global football tournament.

An Adidas Korea marketing representative stated, “Through this campaign, pictorials, and guerrilla events, we hope people can freely enjoy football culture and grow even more excited for the World Cup.”