Reports

    Ji Cheng fragrance, Adidas x NoTitle and more: China collabs of the week

    Established domestic talent Ji Cheng enters French fragrance, while Adidas Originals and Arch by Roaringwild connect with Gen Z through streetwear.
    Adidas Originals exemplifies how brands can connect with local markets through consistently releasing domestic brand collaborations. Photo: NoTitle x Adidas Originals
      Published   in Collaborations

    Turning your attention away from fashion month for a moment, this week’s brand collaborations in China demonstrate how businesses can effectively connect with the mainland’s rising consumer demographic: Gen Z.

    Adidas Originals has teamed up with Shanghai-based creative agency NoTitle on a clothing capsule including Samba sneakers, while Arch by Roaringwild has released a collection with Armpal, maker of 3D wooden games.

    In other news, founded in 2002, Chinese designer label Ji Cheng has joined forces with French fragrance brand Le Sylphe as an extension of the Spring 2024 collection.Check out below for our verdict on these releases, and subscribe here to receive this news via the Collabs & Drops newsletter straight to your inbox every Tuesday.

    Adidas Originals x NoTitle#

    Teaming together for a second time, NoTitle and Adidas Originals have desgined four immaculate takes on the Samba sneaker, along with a clothing capsule. Photo: NoTitle x Adidas Originals
    Teaming together for a second time, NoTitle and Adidas Originals have desgined four immaculate takes on the Samba sneaker, along with a clothing capsule. Photo: NoTitle x Adidas Originals

    Details

    Clothing collection and four Samba sneakers, released on September 8

    Social context

    The nine Instagram posts about the collab on NoTitle’s account have garnered 719 likes in total, while Adidas Originals’ posts on Weibo have amassed 92 likes

    Verdict

    • A collection dedicated to the beauty of adolescence, Adidas and NoTitle’s new offering connects with young streetwear fans in China — it provides the German sportswear brand with an authentic way to engage this group, all the while helped by a company that understands the market.
    • Leveraging the global hype surrounding the Adidas Samba sneakers (on Xiaohongshu, #samba has 99.2 million views), the collection has also been launched on Adidas’ Confirmed app, creating a sense of hype and exclusivity.
    • Adidas continues to target specific consumer demographics through exclusive local collaborations — this is its second with NoTitle.

    Arch by Roaringwild x Armpal#

    The "mechanical armour" of Ampal is reinterpreted by Arch by Roaringwild for a clothing collection. Photo: Arch by Roaringwild Weibo
    The "mechanical armour" of Ampal is reinterpreted by Arch by Roaringwild for a clothing collection. Photo: Arch by Roaringwild Weibo

    Details

    Game and clothing line, September 2 to October 6

    Social context

    #ArchByRoaringwild on Xiaohongshu has 483,100 views

    Verdict

    • Armpal makes 3D wooden tabletop games, so this streetwear collection is merchandise for the company, promoting it to Arch by Roaringwild’s Gen Z consumer base.
    • Armpal brings a unique creative concept to the Arch by Roaringwild brand: garments inspired by 3D wooden games’ geometry.
    • The partnership shows how brands in diverse industries can team up to benefit from each other’s consumer bases, and expand their brand identities in the process.

    Ji Cheng x Le Sylphe#

    Proving the potential of fashion design entering new product categories via fragrance. Photo: Ji Cheng Weibo
    Proving the potential of fashion design entering new product categories via fragrance. Photo: Ji Cheng Weibo

    Details

    Home fragrance accessories, September 1

    Social context

    The designer’s personal hashtag on Weibo #Jichengjicheng

    (#

    #吉承jicheng) has 8.67 million views

    Verdict

    • As Ji Cheng is a brand that champions Chinese traditions and style, the fragrance collaboration features traditional Yunnan Chuxiong Yi embroidery.
    • The tie-up enables fragrance brand Le Sylphe to authentically connect with high-end Chinese consumers, as Ji Cheng is an established name in fashion.
    • Partnership benefits include extending participants’ product categories, access to new creatives, and widening their consumer bases around the world.
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