Photo Credit: https://www.dearnestle.com.sg/

The Milo x Adidas in Singapore collaboration has officially launched, marking a significant milestone in the nation’s beverage and sportswear history. This limited-edition collection brings together two iconic brands to celebrate Singapore’s 60th birthday and Milo’s impressive 75-year journey in the Lion City.

The “We Can One” Collection: More Than Just Merchandise

The Milo x Adidas in Singapore collection, aptly titled “We Can One,” represents far more than typical brand merchandise. This phrase embodies the uniquely Singaporean spirit of resilience, unity, and the can-do attitude that has defined the nation for decades. The collection features thoughtfully designed t-shirts and collectible pins that pay homage to local culture whilst celebrating shared heritage.

The limited-edition t-shirts are available in two distinctive designs that capture the essence of Singapore’s relationship with Milo. The black variant features vibrant, fully-coloured graphic prints of Milo tins, whilst the white version showcases elegant sketch designs of the iconic tins rendered in Milo’s signature green shade. Each design serves as a nostalgic reminder of childhood memories and the brand’s enduring presence in Singaporean households.

Nostalgic Design Elements That Resonate

The collaboration’s design philosophy centres around nostalgia and cultural connection. The collectible enamel pin, valued at $12, features one of Singapore’s most beloved breakfast traditions – a saltine cracker being dipped into a mug of Milo. This seemingly simple image evokes powerful memories of childhood breakfasts and family moments, making it a meaningful collectible for locals and visitors alike.

The t-shirts, worth $59 each, incorporate the “We Can One” slogan alongside classic Milo visuals that generations of Singaporeans have grown up with. These design elements create a bridge between past and present, celebrating both Singapore’s journey as a nation and Milo’s role in fuelling that journey.

Strategic Redemption Programme

The Milo x Adidas in Singapore collection employs an innovative redemption strategy that encourages consumer engagement whilst maintaining exclusivity. The merchandise is not available for direct purchase but can only be obtained through qualifying purchases of Milo products.

For in-store redemptions, customers must spend $60 on Milo ready-to-drink beverages at participating retailers including FairPrice, Sheng Siong, Giant, Cold Storage, and Prime outlets. After meeting the minimum spend requirement, customers can book a collection slot at selected Adidas stores across Singapore, including locations at IMM, Changi City Point, Brand Centre Orchard, VivoCity, Waterway Point, and Causeway Point.

Online shoppers enjoy additional benefits through the redemption programme. By spending $75 on a combination of Milo ready-to-drink beverages and powder products through FairPrice Online, RedMart, or Lazada, customers receive both a t-shirt and pin bundle delivered directly to their homes.

Limited Availability and Collection Periods

The Milo x Adidas in Singapore promotion runs from 1 July to 10 August 2025, with items available on a first-come, first-served basis whilst stocks last. The collection schedule includes specific dates for t-shirt collection at Adidas outlets, with weekend slots typically running from 2pm to 6pm and Friday evening slots from 5pm to 9pm.

This limited timeframe creates urgency amongst collectors and Milo enthusiasts, ensuring that the collaboration maintains its exclusive appeal whilst celebrating the dual milestone of Singapore’s 60th birthday and Milo’s 75-year anniversary in the country.

Cultural Significance and Community Connection

The Milo x Adidas in Singapore collaboration extends beyond merchandise to encompass community engagement and cultural celebration. The iconic Milo van will make special appearances at the Adidas Brand Centre on Orchard Road, offering complimentary Milo drinks on three Saturdays: 26 July, 2 August, and 9 August, from 2pm to 5pm.

These appearances coincide with Singapore’s National Day celebrations, creating a festive atmosphere that connects the collaboration to the broader national celebration. The timing is particularly significant as Singapore celebrates its 60th birthday with elaborate National Day Parade festivities that span from the Padang to Marina Bay.

Heritage Meets Modern Sportswear

The partnership between Milo and Adidas represents a unique fusion of local heritage and international sportswear excellence. Milo has been energising Singaporeans for 75 years, becoming an integral part of the nation’s cultural fabric. The brand’s association with sports, energy, and childhood memories makes it a natural partner for Adidas, a global leader in athletic apparel.

This collaboration also reflects Singapore’s ability to blend tradition with modernity, creating products that resonate with both local consumers and international audiences. The Milo x Adidas in Singapore collection serves as a testament to how local brands can successfully partner with global giants whilst maintaining their cultural authenticity.

Widespread Retail Participation

The success of the Milo x Adidas in Singapore collaboration is supported by extensive retail participation across the island. Major supermarket chains and online platforms have embraced the programme, with roadshows scheduled at numerous FairPrice, Sheng Siong, Giant, and Cold Storage locations throughout July 2025.

These roadshows provide customers with opportunities to view the merchandise firsthand and participate in additional promotional activities. The comprehensive retail network ensures that the collaboration reaches diverse communities across Singapore, from heartland estates to shopping centres in the city centre.

Conclusion: A Celebration of Shared Values

The Milo x Adidas in Singapore collaboration represents more than a commercial partnership – it embodies the values of resilience, unity, and community spirit that define both Singapore and the Milo brand. By combining nostalgic design elements with contemporary sportswear aesthetics, the collection creates products that resonate with multiple generations of Singaporeans.

As Singapore celebrates its diamond jubilee and Milo marks 75 years of nourishing the nation, this collaboration serves as a fitting tribute to shared heritage and collective achievement. The “We Can One” message encapsulates the optimistic spirit that has carried Singapore through decades of growth and transformation, making this collection a meaningful addition to the nation’s celebratory merchandise.

The limited-edition nature of the Milo x Adidas in Singapore collection ensures that these items will become treasured keepsakes, representing a unique moment in Singapore’s commercial and cultural history when two iconic brands came together to celebrate the nation’s journey and its bright future ahead.