Adidas unites athletic collections under single brand
02/09/2016
"In self-reflection we realized that we needed to overhaul our brand image in that area," said Kate Ridley, vice president of training for Adidas in North America. “We had a lot of products that we had success with, but they weren't necessarily connected to a design aesthetic that we were really proud of or that really resonated with athletes."
The Athletics business will consist of dedicated product design, development and marketing groups at the adidas Group headquarters in Herzogenaurach, Germany and at adidas’ North American headquarters in Portland, Oregon.
Adidas says the new apparel category “bridges the gap between athletes’ style and their on-field performance”.
At the launch of the new category, adidas unveiled its Z.N.E. hoodie which it describes as “a fresh take on traditional pre-game outwear”. It features a large hood made from heavyweight cotton material to help athletes eliminate external distractions in the build-up to competition. It also has hidden elements for athletes’ personal items, which can be customised to their individual needs.
Image courtesy of adidas.
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