Adidas is bringing football fandom to pets in Singapore with the launch of FIFA World Cup Federation Jerseys for Argentina and Japan, as part of its first-ever pet collection in the market.
The jerseys mark a new addition to adidas’ pet line, allowing pets and owners to match kits for the upcoming World Cup. The collection will debut at Furkids Fiesta @ Clarke Quay Fountain Square on 15 May, before rolling out online and at selected adidas stores from 24 May.
At its core, the range leans into the idea of pet-and-owner matching outfits, translating adidas’ signature design language into pieces that reflect the emotional bond between owners and their pets.
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“As pets increasingly become cherished members of the modern family, Singapore has emerged as one of the region’s most vibrant pet communities,” said Chen Rui Yuan, adidas country manager, when MARKETING-INTERACTIVE reached out. “The whole idea was to extend the ‘Mini-Me’ concept, giving owners a way to visually connect with their pets through shared style.”
According to Chen, pets are now central to how consumers live and socialise, with pets today increasingly seen as part of the family and an extension of consumers’ lifestyles, especially among younger urban audiences. The market is also evolving beyond basic pet care into experiences, community, and lifestyle. This comes in the form of pet café culture, outdoor activities and social content.
Furthermore, the World Cup tie-in reflects the brand’s broader cultural approach. “The World Cup represents the pinnacle of football, but it has always been a global moment of community, connection and passion. Extending the pet collection into World Cup jerseys was a natural progression,” Chen explained.
The collection currently features Argentina and Japan jerseys, a choice Chen said reflects strong emotional and cultural ties in Singapore.
“As the reigning World Cup champions and one of adidas’ most iconic federation partners, Argentina commands a global fan base that includes Singapore,” he said. Meanwhile, Japan holds a special place in the hearts of fans in this part of the world, with Japanese culture deeply woven into Singaporean life.
While he stopped short of confirming expansion, Chen added that the brand would love for more Singaporean pawrents to be able to celebrate the World Cup alongside their pets.
On whether the collection signals a long-term move into the pet category, Chen said the response so far has been positive, with adidas keeping a close eye on consumer reaction.
Beyond World Cup jerseys, key pieces from the collection also include the ‘Cali tee’, a cotton single-jersey staple available in four colourways (ballet pink, light blue, bright yellow and Rhine green). The tee features adidas’ Three Stripes detailing and Trefoil branding, and is designed across an inclusive size range for small, medium and large pets.
The collection extends into accessories, including a premium leather collar in burgundy and black, finished with gold-tone Trefoil detailing. Through its “Made for you” customisation arm, adidas is also offering personalised elements such as LED Trefoil collars and customised pet bandanas, with vinyl heat press lettering available at selected locations.
The launch sits within adidas’ wider FIFA World Cup 2026 storytelling and cultural platform, which has leaned heavily into nostalgia, star power and global football mythology.
Recent efforts include “Backyard legends”, a cinematic campaign fronted by Timothée Chalamet that reframes informal street play as the foundation of football greatness. Built on its long-running “You got this” platform, the film pushes a simple idea, that greatness does not start under stadium lights, but in backyards, cages, parking lots and any patch of ground where the ball rolls.
It also comes alongside the return of the Trefoil logo to World Cup kits for the first time
in 36 years across 25 federations, blending retro design cues with modern performance innovation to connect heritage, culture and contemporary fandom. The kits were unveiled earlier in March at a high-energy launch event in Los Angeles, transforming a standstill of cars into a street-style celebration of football culture with performances by Kaytranada and Baby Keem.
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