Zalando Playground x adidas: We built a mini-city in Paris and let kids run it

That’s exactly what Zalando Playground Paris was built for: a place where kids, families and brand partners came together. Only Zalando can create this. We bring together our platform, our brand partners and our communities in one place.

At Playground Paris, Joanna Rogers and Mathieu Sidokpohou shared what it really takes to stay relevant with today's kids and teens. Their message was clear: the brands that win aren't the ones with the loudest campaigns. They're the ones building the best spaces.

Here’s a cleaner version that removes the repetition and makes each takeaway feel distinct:

🐥 Fashion helps kids shape who they are and where they belong. Kids use fashion to express who they are, explore their identity and connect with communities. The brands that understand this don’t try to dictate what’s cool. They create space for kids to shape culture themselves.

🐥 Experiences beat traditional marketing. Physical experiences create stronger connections. Young consumers don’t engage with advertising in the same way previous generations did. They respond to discovery, participation and shared experiences that help them connect with others and find their community.

🐥 Sport is becoming part of everyday identity. The line between sportswear and everyday kidswear is disappearing. Football jerseys are driving record-breaking growth across kids and teens because sport has become part of everyday culture and self-expression, not just something you wear to a match.

The opportunity isn't to create better campaigns, it's to create better experiences. The brands that build communities, encourage creativity and give young people the freedom to express themselves are the ones that will earn lasting relevance. Zalando is the platform that makes that possible at scale across Europe.

• Joanna Rogers — SVP Propositions & B2C, Zalando

• Mathieu Sidokpohou — Chief Commercial Officer & Executive Board Member, adidas