Kids Playground Paris 2026 - adidas Partner Interview
How do you market to a generation that doesn't want to be marketed to?
You don't market to them. You build a playground and invite them in.
What do kids respond to?
At Zalando Playground Paris, we asked that question to two people who know the answer better than most.
Joanna Rogers, SVP Propositions & B2C at Zalando.
Mathieu Sidokpohou, Chief Commercial Officer and Executive Board Member at adidas.
Kids don't respond to marketing, they respond to fun.
The biggest takeaways
Kids are the main character. Not your brand. The strongest brands focus less on promoting products and more on creating experiences that are fun, useful and meaningful. When kids feel ownership of those experiences, brand affinity follows naturally.
Fun beats marketing. Young consumers don't engage with traditional advertising in the same way previous generations did. They respond to play, discovery and shared experiences that help them connect with others.
Fashion is about identity, not instruction. Kids use fashion to express who they are and where they belong. Brands earn relevance by enabling self-expression rather than defining it.
Sport is shaping everyday style. One trend stood out: the line between sportswear and everyday kidswear is rapidly disappearing. Football jerseys, in particular, are driving exceptional growth in the kids and teens category, reflecting how sport has become part of everyday identity and culture.
Why it matters for partners
For brands looking to connect with younger audiences, the opportunity isn't to create better campaigns—it's to create better experiences.
The brands that give young people the space and the freedom to express themselves are the ones that will earn lasting relevance.
A big thank you to our speakers Joanna Rogers — SVP Propositions & B2C, Zalando, and Mathieu Sidokpohou — Chief Commercial Officer & Executive Board Member, adidas.
