adidas gets really local in Singapore with an unconventional Ya Kun Kaya pairing

A tie-up between an athletic apparel and footwear brand and a cafe selling toast may not be first in mind for many, but it's exactly what adidas did  with its "adidas x Ya Kun Kaya Toast: Raise a toast" collaboration. The launch of the collaboration was timed with National Day in Singapore and saw the release of merchandise that locals could wear, carry or style with their favourite adidas pieces during time of celebrations.

The merchandise drop included vinyl heat-press graphic tees and hoodies as well as shoe charms and enamel pins inspired by Ya Kun menu items such as kaya butter toast, iced tea, soft boiled eggs. The hoodies were available exclusively on the Ya Kun Cherish App and social media platforms. 

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The designs were brought to life in partnership with adidas Singapore's design agency, Roots Asia Pacific.  "The campaign’s name was a play on the word 'toast' referring to Ya Kun’s staple offering, and the act of celebrating a momentous occasion," explained Tiffany Cheah, brand communications manager, adidas Singapore.

"The campaign combined Ya Kun’s classic breakfast items – a staple fueling generations of Singaporeans daily – with adidas’ rich sport and style heritage, and the result was a modern-nostalgic sport-style collection of tees, hoodies, accessories and gifts. What better way to pay tribute to Singapore’s birthday than with Ya Kun Kaya Toast, a side of kopi and a cosy outfit for the day of celebrations," added Cheah. 

The campaign was executed on adidas and Ya Kun's social channels, the adidas and Ya Kun Cherish app, as well as in-store and through digital marketing. adidas engaged influencers and media too.  In an Instagram reel, Singaporean footballer Zhafran Rohaizad, influencer Chow Jia Hui, Ya Kun longest-serving employee Koong Wai Heong and third-generation owner Jesher Loi are seen running out of a Ya Kun cafe with food in hand and new merchandise on their body. 

Meanwhile, adidas also took the collaboration to the streets where Singaporeans visiting Orchard Road could enjoy treats and drinks from Ya Kun. Various adidas fans were also quizzed on Ya Kun's history and the collaboration during the activation. 

According to the company, Ya Kun was chosen for the collaboration as it is a brand steeped in tradition and is beloved by generations of Singaporeans for 80 years and counting. The brand's origins dates back to 1944 when it first started serving humble Singaporean fare of kaya toast, soft-boiled eggs, and coffee and tea. 

"We wanted to partner a uniquely Singaporean brand to release the limited-edition collection of merchandise and 'Made For You' accessories, formerly known as MakerLab, adidas’ design and customisation hub for all personalisation needs, that would resonate with the local community, providing an opportunity to wear local pride on their sleeves and shoes," said Cheah. 

The collaboration is also part of the brand's localisation strategy, in addition to its Key City Tee initiative designed in partnership with local artists. 

"As a brand that dates back to 1944, Ya Kun Kaya Toast, like adidas, has built an enduring brand that continues to be respected and loved. Our partnership with Ya Kun is a nod to its commitment to serving food and beverage the way it has been done since day one, except now across 14 countries. These are values that resonate with adidas, a brand that stays true to its sporting heritage whilst constantly innovating for the future," said Cheah. 

In April this year, adidas released a localised campaign for the brand's global "You got this" campaign.  In Singapore, the brand tapped local creators in a series of videos targeting the Gen Z audience. The localised video series aimed to be positive references and offer inspiration and practical tips for overcoming sports and gender pressure, as well as to achieve their personal best.

In the video series, each creator delves into the unique pressures they have faced and shares their journey to overcoming them. 

Some of the creators featured includes pilates instructor Eugena Bey, lifestyle and fitness influencer Jeynelle Ng, paralympian long jumper Suhairi and triathlete Nicholas Rachmadi. 

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