All-new adidas Sportswear label unveiled
After previewing its first new sub-brand to reach the market in half a century on February 1, sports group adidas has now revealed that the label, named adidas Sportswear, will officially launch globally in seven days’ time, on February 9, under the campaign tagline ‘All That You Are’.
The line uses “the latest performance technology” to add another layer of “comfort-first” assurance to everyday wardrobes, said its senior designer, Jasmin Bynoe, who also described how simple cuts, minimal design details and intentional colourways had been selected to deliberately make the collection something of a “blank canvas”.
Debut styles include the Avryn shoe, which adidas says is partly recycled and the result of a "new" way of combining its Boost and Bounce footwear technologies, plus the Tiro Suit, a reimagined take on the the company's’ heritage tracksuit model, first released in 1967 as its first piece of athletic clothing. A relaxed-fit jersey inspired by 1990s football aesthetics, a wrap-like dress that can be worn as an added tie-front layer and a sporty, oversized Coach jacket round out the initial line-up.
Actress and producer Jenna Ortega, the face of adidas Sportswear, commented: “The way I express myself is something I personally put a lot of energy into, as I know how much power it can have in inspiring others. I am a huge advocate of expressing all your different pursuits, passions and traits, whether that is through what you do, what you wear or what you champion – which is why I was so excited to work with adidas on this new label.”
Footballers Son Heung-min and Mary Fowler (pictured), basketballer Trae Young and gamer Carolina Voltan are also supporting the launch.
Credit: adidas.
