To mark the FIFA World Cup 2026, Adidas Japan has launched a special initiative dedicated to fans of BLUE LOCK and the Japanese national football team.
Customers purchasing the Adidas 2026 Samurai Blue jersey at Xebio stores will have the opportunity to add an exclusive BLUE LOCK-inspired graphic, turning their jersey into a personalized collector’s item.
Around 20 different designs have been created for the campaign, featuring the series’ main characters in illustrations produced exclusively for this initiative.
The activation is part of a broader journey that has seen the property strengthen its connection with real-world football over recent years. From its collaboration with the Japanese national team during the FIFA World Cup 2022 to partnerships with major European clubs, including Liverpool FC and FC Internazionale Milano, BLUE LOCKhas consistently demonstrated its ability to bridge the worlds of entertainment and sport. This track record highlights the franchise’s appeal to a wide audience, ranging from anime enthusiasts to the growing kidult consumer segment.
Starbright Licensing, which manages BLUE LOCK‘s licensing rights in Italy, is closely following these international activations, which further demonstrate the property’s strong potential and its ability to create value around major global sporting events such as the FIFA World Cup 2026.
The initiative also reflects the growing interest of sports brands in anime properties, which are increasingly being leveraged as engagement tools to connect with younger audiences and strengthen relationships with fan communities.
