最近，#李现和杨紫父母穿同款外套# 话题登上微博热搜。社交媒体上流传的画面显示，杨紫父母外出就餐时身穿的红色外套，与李现日常私服在款式、 配色和板型上高度相似，被不少CP粉戏称为"一家人整整齐齐"。 图源：天猫adidas官方旗舰店 这场看似巧合的"撞衫"，其背后正是李现代言的阿迪达斯三叶草新年款新中式外套。在业内人士看来，这或许并非纯粹的意外，而更接近于一次社交话题 营销。 事实上，这已不是阿迪达斯新中式系列首次成为公众焦点。早在今年年初，品牌推出的该系列产品就曾因"中式元素堆砌"而引发全网热议，甚至被调侃 为"中迪达斯"。 从品牌战略层面看，新中式系列是阿迪达斯践行"在中国，为中国"理念下最具代表性的本土化产品，推出已有三年。 然而，品牌如此大力推广新中式系列的背后，或许正折射出阿迪达斯在中国市场面临的深层隐忧。 Samba退烧，阿迪达斯"押注"新中式？ 从阿迪达斯旗下主打潮流的adidasOriginals微博账号可见，新中式已然成为其近期的宣传重点。 尤其在农历新年期间，品牌集结了从惠英红、钟镇涛等"老戏骨"，到李现、马思纯、金晨、王安宇、欧阳娜娜，乃至运动员潘展乐、吴艳妮等各界明星， 共同身着三叶草 ...

Core Points - Adidas faces controversy over its new shoe "Oaxaca Slip-On," which is accused of cultural appropriation of traditional Mexican huarache sandals, leading to strong criticism from Mexican politicians [2] - The company has issued an apology, acknowledging the cultural significance of the Mexican indigenous community and the craftsmanship involved [2] - The shoe was developed in collaboration with Mexican designer Willy Chavarría, who also apologized for the unauthorized use of cultural elements [2] Financial Performance - Footwear contributes over half of Adidas's revenue in 2024, aiding the company in returning to profitability [3] - Adidas experienced a decline in net profit from 2021 to 2023, with 2023 marking its first loss since 1992 [4] - Key drivers for revenue growth in footwear include soccer shoes, running shoes, and the resurgence of classic models like Samba, which saw a 300% increase in sales [4] Recent Financial Results - In Q2 2025, Adidas reported global revenue of €5.952 billion, a 2.2% year-on-year increase, with net profit rising by 94.6% to €369 million [5] - Footwear revenue grew by 9%, with the ADIZERO 0 series running business increasing by over 25% [5] Impact of Tariffs - Adidas's CEO, Gulden, indicated that the company faced tens of millions of euros in impact from tariffs in Q2, with an expected increase in product costs of €200 million in the U.S. [6] - The company does not plan to pass on increased costs to other markets [6] Cultural Appropriation Context - The controversy surrounding cultural appropriation differs from simple plagiarism, as it involves unclear boundaries of original IP and adjustments made to distinguish from the original [7] - Experts suggest that brands should communicate with original IP holders before using cultural elements to avoid potential infringement [8]