The House Collective’s The Opposite House in Beijing announced its restaurant SUPERFLY’s selection as one of 11 collaborating restaurants for global sports behemoth adidas Originals’ "adilicious" campaign. Celebrating SUPERFLY’s cult status in Beijing’s youth scene, the collaboration sees adidas Originals and SUPERFLY reimagining one of the brand’s iconic sneakers, with a limited-edition run of 880 pairs to be released on 23 September 2022.

Teresa Muk, Swire Hotels Head of Brand and Strategic Marketing, said that this creative collaboration between SUPERFLY and adidas Originals fully demonstrates The House Collective’s "think differently" motto. The partnership not only signifies the brand's ability to go beyond providing guests with an exceptional dining experience, but also reflects its multiculturality and popularity as a lively social space. She added that the company hopes to tap into and showcase the perspective of the younger generation through presenting its lifestyle taste and food culture with this partnership.