ABOUT THIS ISSUE

For two years, adidas has been building demand around one of the most recognisable symbols in sport.

The Trefoil first returned across five flagship club third kits and selected anniversary releases. It then expanded to the World Cup before moving towards what appears to be a much broader club rollout for the 2026/27 season.

This issue of High Press looks at how adidas used scarcity to establish desirability, how the World Cup created a controlled period of expansion and how wider access now creates a significantly larger commercial opportunity.

It also considers what happens when a symbol that gained value through selection becomes available to almost every supporter in the adidas club portfolio.