Client: adidas Thailand · SS25 City Tee brief — Thai Food & Thai Sports · in store from 1 Oct 2025
A Thailand-only graphic tee collection for adidas Thailand. Drawn under the SS25 City Tee brief, it went on sale on 1 October 2025 as the adidas Sportswear FW25 Thailand Graphic Tee collection: 10 tees at ฿800, in adidas Brand Center, Originals and Sport Performance stores and online.
11 illustrations drawn from Thai street food and Thai sports: grilled meatballs, mango sticky rice, pad thai, papaya salad, tom yum kung, Muay Thai, takraw, long-boat racing and Thai chess, with Thai and English lettering. The characters were carried into a 3D key visual, a character line-up and a teaser animation.
Scope: illustration · lettering · character design · tee graphics · key visual
SS25 City Tee — Thai Food & Thai Sports · full set (11)
Sketch & Ideation — Whiteboard Thumbnails
Every graphic started as a quick marker sketch on the whiteboard: Thai lettering, takraw, muay thai, street-food carts and boat noodles, worked out fast before going digital.
From Rough to Line Art
Digital roughs drawn over reference, then cleaned into final line art for each of the 11 tees, with the adidas Badge of Sport built into every composition.
Colour Exploration
Each graphic tested on bold poster-colour grounds to check contrast and mood before locking the palette for black and white tees.
Meet the Characters — Line, Colour, 3D
Ten characters across the collection. Each one was drawn front-on as clean line art, coloured, then pushed into 3D: sculpted for the key visual and rendered as an art toy. Each sheet ends with where the character lives, from sketch to the printed tee.
Early Drafts
Two first-round ideas the client passed on: pad thai in a flaming wok, and twin muay thai tigers from Thai tattoo art. The board traces the angle of the adidas bars through the pad thai draft.
3D Key Visual — Characters to Scenes
The 2D characters were turned into 3D models (T-pose, rig, tuk-tuk build) and placed in Bangkok landmarks: Giant Swing, Rama VIII Bridge, a city park and a tiny planet, for the campaign KV and motion teaser. The GIFs show the animation stage: walk-cycle tests on the mango, rice-ball and noodle-bowl characters, and the characters running across the Bangkok skyline. Below the film: the tiny-planet teaser live on Instagram, beside a saved copy. See the original post →
From Character to Plush Keychain
The tee characters and Thai icons developed into a set of 8 plush keychain designs: mango, rice ball, coconut, elephant, tiger, Muay Thai gloves, mango sticky rice and grilled meatballs, shown from line drawing to plush render and on a bag mockup. The set was produced as flat acrylic keychains.
Final Product — Laydown & On-Model
The released tees as sold on adidas.co.th, flat laydown and worn on model. Product photography: adidas Thailand. See the tee on adidas.co.th → · product page archived below (snapshot Oct 2026).
Campaign — Launch Shoot
The adidas Thailand launch campaign for 1 October 2025: the tees shot around street food, makruk chess and muay thai. Campaign photography: adidas Thailand, as published with the launch (ThaiPR →) (SNKR TODAY →). Below: the two launch posts live on Instagram, each beside a saved copy, then both launch articles, archived in case the originals are ever taken down. Originals: Launch carousel → · Launch-day reel →
Gift with Purchase — Acrylic Keychains & Gift Cards
Buy 2 tees, get 1 acrylic character keychain (1–31 Oct 2025, while stocks last). The characters were cut as keychains on an adidas backing card, and the trio, the tuk-tuk and the muay thai tigers went onto adidas gift cards.
In Store — adidas Brand Center centralwOrld, BKK Maker Lab
At launch the collection took over the BKK Maker Lab zone at centralwOrld: the tee artwork rotating across the LED floor, a street-food bicycle cart, plush food props on plastic stools, the City Tee table and the tee rail. The board below matches each piece to its artwork. Two of the GIFs show the 3D key visual on LED cube and pillar screens.
Out in the World — 2025–2026
A year after launch the characters are still at work: the tees in store and on the shelf, the character gift cards, the acrylic keychain, and a new 2026 wall at the adidas Thailand office.
As Featured — adidas Runners Bangkok · Lucky I Wake Up
The City Tee characters joined adidas Runners Bangkok’s “Lucky I Wake Up” community mornings — redrawn for the key visuals of three 2026 events: the Run & Ice Bath morning, the Adizero EVO SL community run at Lumphini Park, and the women-only Stretch & Relax session for Women’s Month. Run & Ice Bath → · EVO SL Run → · Stretch & Relax →
The three group posts are archived in full at the end of this section, in case the originals are ever taken down.
01 — Run & Ice Bath
Sunday Jan 25, 2026 · Rechill, Sukhumvit 27
A morning 4.2 km run followed by an ice-bath recovery session. The mango character drawn into the tub for the key visual.
02 — Adizero EVO SL Runners
Sunday Feb 22, 2026 · Lumpini Park
A community run for Adizero EVO SL owners. The mango runs out of frame in an adidas track top and EVO SL shoes, with the park lake and the city skyline behind.
03 — Stretch & Relax · Women Only
Sunday Mar 29, 2026 · Vedana Wellbeing
A women-only morning of yoga and sound bathing for Women’s Month. The mango character gets a ribbon and yoga whites, holding a tree pose on the mat for the key visual.
