Heading: adidas
Famed sportswear brand adidas unveiled its new innovative breathability technology platform CLIMACOOL at a glamorous event in China. Under the theme Born to Breathe, the event at the Museum of Art Pudong presented the evolution of the platform across product innovation, athletic performance, and future aesthetics. The immersive experience combined sports, technology, and cultural expression, marking the beginning of a new phase in breathability technology.
The star-studded opening show
The glamorous opening show used contemporary dance and athletic movements to translate the brand’s vision of breathability, airflow, and temperature control. The technology was tested in real time by five professional athletes and student athlete representatives. The professional athletes include swimmer Yu Yiting, long jumper Shi Yuhao, high jumper Wang Zhen, hurdler Mo Jiadie, and basketball player Yang Shuyu. The student representatives who participated in the program come from one of the 12 universities that are a part of the Adidas University Sports Community.
The fashion show
After testing the program moved on to the aesthetic expression, and the museum turned into a catwalk where professional models showcased the CLIMACOOL LACED footwear collection and the Sportswear Future of Style collection. Both featuring a futuristic look, the show presented a unified experience across both collections. The five professional athletes joined the models in futuristic runway transformations. The event peaked with a display of CLIMACOOL LACED promo film. Played on the massive screen of the Museum of Art Pudong, the naked-eye 3D launch film immersed the attendees in a multi-sensory experience.
The Innovation Gallery
The guests were guided through the museum by Nic Galway, Senior Vice President of Creative Direction, and Marc Makowski, Senior Vice President of Innovation, sharing insight on design and technology. The Innovation Gallery presented the CLIMASOOL system incorporated into F1 pre-cooling jackets and vests, and the full kit from the Nardò Chasing 100 F1-inspired running and athletic event.
Other exhibits include CLIMACOOL+ Singlet with an embossed structure that optimises airflow and sweat control. The segment dedicated to the upcoming FIFA 2026 World Cup presented the adidas home jerseys with incorporated CLIMACOOL+ technology.
Collaborations and the Secret Room
The collaboration between adidas and Entire Studios is displayed at a dedicated table, portraying the synthesis of the technology with minimalist aesthetics, while the 3D-printed footwear series was located at the end of the gallery.
The trademark lattice structure enables 360° airflow while balancing support, fit, and lightweight design. CLIMACOOL future concepts and interpretations, alongside innovative uses of 3D printing, were on view in the Secret Room.
The Marathon Relay Challenge
The MARATHON RELAY CHALLENGE demonstrated how the temperature in runners’ skin changes depending on the gear setups. To prove their point, adidas employed live running trials and thermal imaging.
When adidas introduced CLIMACOOL, the focus was on enhancing performance through breathability. Now, 25 years later, the CLIMACOOL breathability technology platform has surpassed its original function and has turned into an artistic masterpiece meant to be seen, admired, and exhibited.
