Adidas has released a moving short film in China to mark the Lunar New Year, shining a spotlight on the passion and determination of the country’s emerging football generation. Created by TBWA Shanghai, the campaign blends cultural tradition with sporting ambition, delivering an emotional tribute to young athletes who balance festive family moments with their love for the game.
The 1 minute and 25 seconds film is built around the familiar melody of the song “Happy New Year,” a tune deeply associated with celebration and renewal. Against this musical backdrop, the story follows teenage players from the Xu Genbao Football Base and the Tsinghua University High School Football Team as they pause holiday gatherings to reunite with teammates and coaches.
Rather than portraying professional stars, the film focuses on everyday young players whose dedication often requires personal sacrifice. It captures them leaving warm family dinners, braving winter training sessions and returning to the pitch even during one of the most important holidays in the Chinese calendar.
Through this narrative, adidas connects football with the core values of Chinese New Year: unity, family, hope and optimism. The message is simple yet powerful – for these young athletes, the football field is an extension of home, and their teammates represent another kind of family.
Visually, the film alternates between scenes of celebration and sport. Viewers see the players practicing together in snowy conditions, sharing traditional dumplings, laughing, dancing and encouraging one another. These intimate moments highlight how football is woven naturally into their daily lives and into contemporary Chinese culture.
In its final sequence, the film turns to the personal aspirations of the players themselves. Each young athlete speaks briefly about their hopes and ambitions for the future, reinforcing the idea that behind every dream of national success lies years of quiet commitment and perseverance.
Adidas launched the film across its official Chinese digital platforms, including WeChat, Rednote, Douyin and Weibo, as well as on specialized football media channels. The wide release reflects the brand’s intention to reach not only sports fans but also families and communities across China during the holiday period.
The campaign aligns with adidas’ broader strategy in the country. The company has made youth football development a central pillar of its activity in China, supporting grassroots programs and educational initiatives designed to nurture future talent. Partnerships with organizations such as the China Football Development Foundation and the China High School Football League underline this long-term commitment.
By focusing on real young players rather than celebrity athletes, adidas emphasizes authenticity and emotional connection. The film suggests that the future of Chinese football is being shaped not only in stadiums but also in schoolyards, training grounds and local communities.
At a time when Chinese New Year symbolizes new beginnings, the campaign delivers an uplifting message: dreams are built through dedication, teamwork and belief. Through this film, adidas positions itself as a supporter of those dreams, celebrating both the sport and the spirit of a new generation.
