海澜之家与阿迪达斯携手共建“体育+”生态圈

Core Insights - HLA and Adidas have announced an upgrade to their two-year channel cooperation, officially establishing the HLA × Adidas "Sports +" ecosystem [1][10] - The partnership aims to achieve resource complementarity, with HLA opening all-channel scenarios to help Adidas reach a broader consumer base, while Adidas injects professional sports technology and brand value to enhance HLA's competitive edge in the sports leisure category [3][13] Group 1: Ecosystem Development - The collaboration will focus on three main pillars: systematic upgrades to the "Lan Run Study Club," comprehensive upgrades to the "One More Gram of Warmth" public welfare IP, and the launch of the HLA x Adidas Year of the Horse Spring Festival commemorative sweatshirt [3][13] - By mid-2025, over 500 Adidas FCC stores are expected to be established across various provinces and cities in China, integrating both brands deeply into the retail landscape of second to fifth-tier cities [4][14] Group 2: Community and Social Responsibility - The "Lan Run Study Club" is set to become a key component of the ecosystem, providing a platform for runners to share and empower each other, with its core event, the HLA POW "King of Gods Challenge," attracting over 10,000 participants from 22 provinces and achieving over a million views in live broadcasts [5][6][15] - The "One More Gram of Warmth" public welfare initiative, which has reached over 30,000 students across 1,700 schools since its launch in 2014, will focus on providing sports support to children in remote areas, promoting equitable access to sports education [7][16] Group 3: Product Innovation - The HLA x Adidas Year of the Horse Spring Festival commemorative sweatshirt combines Chinese zodiac culture with international sports design, catering to year-end consumer demand and marking the first product collaboration within the "Sports +" ecosystem [8][17] - This product aims to convey a positive message of progress and vitality, reflecting a blend of cultural confidence and sports energy [8][17] Group 4: Strategic Implications - The partnership signifies a shift from traditional channel and product integration to a new phase of ecological integration that encompasses brand value, user engagement, and social responsibility [10][19] - The collaboration serves as a benchmark for the apparel and sports industry, demonstrating that leading brands can break through competitive stagnation by creating a new landscape that integrates user emotions, professional value, and social significance [11][19]