adidas x Moomin – the new adidas originals collection celebrates the Moomin’s playful and adventurous nature

23 Mar 2023

Today we are proud to announce that the iconic sportswear brand adidas has partnered with Moomin Characters to produce a special licensing collection that celebrates writer and artist Tove Jansson’s beloved characters, the Moomins.

adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 61,000 people across the globe and generated sales of €21.2 billion in 2021. The new adidas originals collection consists of several items that spans apparel, footwear and accessories across kids, youth and womenswear. Each piece features an endearing illustration or subtle reference to the nostalgic characters, with a nod to their love of nature scattered throughout. 

Adidas apparel with Moomin

Francesca Stevenson, Product Manager at adidas, said about the collaboration: “We were creating a collection that focussed on themes of adventure, nature and fun – there was no better fit than the Moomins! They embody these themes perfectly. We wanted to create a collection that celebrated the playful and adventurous nature of the Moomins and bring this to life by using the beautiful and iconic artworks across our range.”


Stan Smith sneakers Moomin

The classic Stan Smith shoes have been given a Moominous makeover, with character outlines present on the tongue and the back of each shoe. Elsewhere, the Adidas Adilette Cork shoes have a more overt style with an illustration of Moomintroll heading off on an adventure across the band. 

Adidas nizza shoe moomin

The Nizza platform sneaker has received an all-over print featuring Moomintroll and Snorkmaiden. The adidas x Moomin sneakers have already gained a lot of hype, with press in Hypebeast, Nicekicks, Sneaker news and more. Other accessories include a beautifully embroidered baseball cap emblazoned with a Moomin motif. With some bolder blues and more neutral beige and brown tones throughout, there’s something for everyone.

Adidas sneakers, hat and sweats with moomin
The Hyperturf shoe together with a cosy sweatshirt and matching short and bucket hat.

The apparel and shoes for children come in a more vibrant color scheme. Here, the Moomins are featured on the classic adidas Superstar and the Superstar 360.

A three striped crewneck with Snorkmaiden. This sweatshirt comes with a pair of matching sweatpants.

Roleff Kråkström, Managing Director of Moomin Characters, said: “This collaboration perfectly captures the adventurous spirit which the Moomins are known and loved for. It’s so exciting to see these classic Adidas designs combined with Tove Jansson’s much-loved character illustrations – we’re sure the collection will be a hit with fans all over the world.”

The adidas x Moomin collection is available in selected countries and stores from March 23rd until stock lasts. Check the availability in your country on The range will be available for example in Canada, Japan, The UK and the following European countries: Finland, Germany, France, Netherlands, Sweden, Spain, Norway, Italy, Ireland, Austria, and Denmark.

Interested in a licensing collaboration with Moomin? Hit us with your idea by sending an e-mail to