adidas x Moomin

Background

adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 61,000 people across the globe and generated sales of €21.2 billion in 2021. The team at adidas was working on a collection that focused on themes of adventure, nature and fun and found that the Moomins were a perfect fit.

About

Brand

Moomin

Licensee

adidas

Territory

Worldwide

Timeline

adidas x Moomin was launched in March 2023. A second adidas Originals collection was launched in November 2023.

Adidas sneakers, hat and sweats with moomin

The Collaboration

adidas x Moomin is an adidas originals collection that spans apparel, footwear and accessories across kids, youth and womenswear. Each piece features an endearing illustration or subtle reference to the nostalgic characters, with a nod to their love of nature scattered throughout.

“We were creating a collection that focused on themes of adventure, nature and fun – there was no better fit than the Moomins! They embody these themes perfectly. We wanted to create a collection that celebrated the playful and adventurous nature of the Moomins and bring this to life by using the beautiful and iconic artworks across our range.”

– Francesca Stevenson, Product Manager at adidas

The collection features several iconic adidas sneakers dressed in Moomin artwork, the Adilette, adidas Superstar, Hyperturf, Stan Smith and Nizza high. Classic apparel pieces such as the adidas track suit for children, matching t-shirt and shorts and a dress and sweatshirts for women.

Results

Before the products were even launched, they had already received a lot of hype and press in outlets such as Hypebeast, Nicekicks, Sportskeeda and Sneaker News. The news was also featured in licensing press such as License Global and Licensing Magazine.

The announcement of the products in Moomin channels was one of the most liked product collaborations of all time. Several items sold out just hours after launch in some countries and quickly became sought-after collectibles.