TCF POST Desk
SINGAPORE, Aug. 6 — Lazada, one of Southeast Asia’s largest e-commerce platforms operating across Indonesia, Malaysia, Singapore, Thailand, Vietnam and the Philippines, has partnered with adidas to exclusively launch the sportswear giant’s new ZENBOOST running shoe through its annual adidas Regional Super Brand Day (RSBD) campaign.
The collaboration gives shoppers in six Southeast Asian markets first access to the ZENBOOST—a new running shoe designed for everyday runners seeking lightweight cushioning, energy return and comfort—while offering storewide discounts and promotional deals across adidas’ official store on Lazada.
The one-day shopping event will take place on Aug. 18 in Indonesia, Malaysia and Thailand, and on Aug. 19 in Singapore, Vietnam and the Philippines. During the campaign, consumers can enjoy discounts of up to 50%, stackable vouchers, bundle offers, free shipping and market-specific rewards.
The ZENBOOST introduces adidas’ full-length Lightboost (Boost+) midsole, engineered to provide soft cushioning, responsive energy return and smoother heel-to-toe transitions. The shoe also features a lightweight knit upper for comfort and breathability, along with a Continental rubber outsole for improved grip and durability, targeting recreational and everyday runners.
The exclusive online launch will run until Sept. 19, 2026, making Lazada the only platform where consumers in participating markets can purchase the new model during its first month of availability.
To build anticipation ahead of the online release, Lazada and adidas are also engaging local running communities through five-kilometre running events in Malaysia and Singapore. Participants are given early opportunities to test the ZENBOOST before its commercial launch, blending product experience with digital retail marketing.
Beyond the footwear launch, shoppers will also find adidas’ wider range of apparel, footwear and accessories on Lazada, supported by promotional incentives including LazCoins in selected markets and Samsung Galaxy devices for top spenders.
The campaign illustrates how global sportswear brands are increasingly using regional e-commerce platforms not only to sell products but also to introduce new collections through exclusive launches, community events and digital promotions. For Lazada, which serves around 160 million active users across Southeast Asia, the partnership strengthens its position as a destination for major brand launches while giving adidas direct access to consumers through its official online store.