For Lunar New Year 2025, Adidas Originals and Edison Chen’s CLOT have created more than just a capsule — they’ve staged a cultural performance. With snakeskin jacquards, silk details, and symbolic coin charms, this collaboration honors the Year of the Snake while pushing streetwear into an elevated, almost ceremonial space. It isn’t simply a drop; it’s a story of heritage, spectacle, and marketing genius.
“Tradition isn’t a costume; it’s a palette you live in.”
Crafting a Myth: The Collection
The centerpiece, the CLOT LNY Superstar, draws on Adidas’ most enduring silhouette, updated with snakeskin jacquard and detachable coin charms symbolizing prosperity. Track tops, combat pants, and silk prints — the first of their kind in this partnership — balance utility with ritualistic elegance. Black, gold, and crimson dominate the palette, each color tied to celebration and renewal.
This isn’t fashion that shouts. It hisses, slithers, and demands attention with quiet power.
The Runway Without Walls
Adidas and CLOT know how to turn a product launch into an event. The campaign opened in Mexico City with a sensory-driven showcase: immersive rooms, traditional ceremony, streetwear styling, and local artistry blended into a single narrative.
On social platforms, teasers rolled out like breadcrumbs — Instagram drops, raffles on the CONFIRMED app, limited JUICE exclusives. By the time the global release hit, anticipation had already reached fever pitch.
“Jacquard became our story. Instagram became our runway.”
The Marketing Genius
Adidas has leaned into a formula that feels less like commerce, more like theater:
- Scarcity as strategy: Sneakers and apparel dropped in waves, raffles building desire and FOMO.
- Global storytelling: From Mexico City showcases to digital campaigns, Adidas positioned Lunar New Year as both local ritual and global spectacle.
- Cultural depth: Eastern symbols weren’t costume; they were woven into fabric, into fit, into narrative.
The result? Sell-outs across regions, social feeds flooded with Superstar close-ups, and influencer amplification from sneakerheads to fashion editors. Adidas hasn’t released exact sales figures, but in streetwear economics, “sold out in minutes” is the only number that matters.
Style Notes: How to Wear It
- Pair the Superstar sneakers with tailored black trousers for a street-meets-editorial look.
- Use snake prints sparingly — a track top or accent panel — and let neutrals balance the edge.
- Accessorize with gold details; the smallest shimmer carries the cultural weight.
Why It Resonates
The Adidas × CLOT Lunar New Year collection isn’t just a nod to tradition; it’s a case study in how fashion brands create culture. It balances ritual and rebellion, accessibility and exclusivity, heritage and hype.
“Wear the drop. Wear the myth.”
In a crowded market of capsule collaborations, this one stands apart. It isn’t simply remembered as a sneaker release. It’s remembered as a moment.
