Celebrity Name: Felix (Lee Yong-bok)
Brand Name: Adidas Originals
Deal Type: Global Icon & Ambassador
Announced: March 14, 2026 (first campaign launches March 26, 2026)
Impact: Strengthens Adidas’ position with Gen Z and K‑pop audiences, deepens Felix’s luxury‑meets‑street fashion profile, and aligns with Adidas’ 2026 push around celebrity‑driven drops and campaigns
- Stray Kids’ Felix has been officially named a new global icon and global brand ambassador for Adidas Originals.
- Felix already serves as a global house ambassador for Louis Vuitton, making this Adidas deal a further expansion of his presence in the fashion world.
- The first official campaign is set to debut on March 26, 2026, marking the formal launch of his ambassadorial activities with the brand.
- Even before the official partnership, Felix had publicly shown his love for Adidas products, including the Gazelle, Superstar, and Adizero lines, and the brand sent a bouquet to celebrate Stray Kids’ grand prize win at the 2025 MAMA Awards.
Stray Kids’ Felix is officially Adidas’ newest global icon and brand ambassador, with the announcement dropping on March 14 through Adidas Originals’ global social media channels. The caption on the announcement post read: “A moment we dream about all day.”
Felix, already a Louis Vuitton ambassador, is using this Adidas partnership to further cement his standing in global fashion. It’s a natural fit: Felix had long expressed his admiration for the brand by sharing posts featuring Adidas products like the Gazelle, Superstar, and Adizero lines, and the brand had already been showing him love, sending a bouquet to celebrate Stray Kids’ grand prize win at the 2025 MAMA Awards.
The upcoming campaign will spotlight Felix’s distinctive personal style while showcasing Adidas’ new season products, debuting on March 26, 2026.
Felix isn’t the only Stray Kids member making fashion waves. Fellow member Hyunjin was recently named a global ambassador for GUESS, with items he wore reportedly selling out across Korea, Europe, the United States, and Japan almost immediately after the campaign launched.
Adidas has been aggressively building its global roster in 2026. The brand has partnered with artists across genres, including Larry June on a new Rod Laver release, Jalen Williams and Kahleah Copper in a new Climacool campaign, and Bad Bunny launching the Badbo 1.0 sneakers.
Felix’s appointment underscores just how seriously the brand is investing in cultural relevance worldwide. Samuel L. Jackson has also starred in an Adidas campaign, showing the brand’s wide-reaching ambassador strategy across entertainment and sports.
Takeaways
Adidas signing Felix signals a deliberate push to deepen its hold on Gen Z consumers globally, a demographic that K-pop icons reach with extraordinary precision.
Felix brings with him a fiercely loyal international fanbase, dual cultural fluency between Korea and Australia, and a fashion-forward image that aligns perfectly with Adidas Originals’ streetwear identity.
The fact that this relationship was already organically growing, with Felix posting about Adidas products and the brand gifting Stray Kids at award shows, makes the official partnership feel like a natural evolution rather than a calculated transaction.
Expect Felix to push product sell-outs the moment that March 26 campaign goes live.
Could Felix’s Adidas campaign become a blueprint for how K-pop stars cross over into Western sportswear branding at scale? With the first campaign still weeks away, what products do you think Felix will front: classic silhouettes like the Superstar and Gazelle, or newer performance lines?
