After 50 years, the sports goods manufacturer Adidas from Herzogenaurach is launching a new label. ‘Adidas Sportswear’ bridges the gap between the ‘Adidas’ sportswear line and the lifestyle products from ‘Originals’, covering a look between everyday clothing and performance wear.
The ‘Adidas Sportswear’ collection offers “specific performance technologies in simple cuts, color schemes and reduced design details, with comfort running through every fiber,” Adidas announced on Thursday. The focus of the first collection is on the ‘Tiro Suit’, a reinterpretation of the Adidas tracksuit with the well-known three stripes, and the Avryn shoe model, which looks like a mixture of running shoe and leisure sneaker. But there are also other casual-sporty pieces, such as a silk-like dress that can be worn as a light jacket thanks to its tie, and a long-sleeved 90s-style football jersey.
“Adidas Sportswear expertly blends sporty silhouettes with fresh details, fusing the latest Adidas performance technologies with comfort-focused looks to enhance the wearer’s everyday style,” said Jasmin Bynoe, Senior Designer at Adidas Sportswear. “We took great care to incorporate specific cuts, colorways and understated design details so that the collection works regardless of the wearer’s daily routine.”
Jenna Ortega will be the face of the new brand
The company from Herzogenaurach has brought in the international superstar Jenna Ortega for support for ‘Adidas Sportswear’. The American actress is the face of the new label and the associated spring/summer 23 collection. She is joined in the campaign by soccer players Son Heung-min and Mary Fowler, basketball player Trae Young and gamer Carolina Voltan.
“I’m a huge proponent of expressing all of your different activities, passions and attributes, whether it’s through what you do, what you wear or what you champion – that’s why I was so excited to work with Adidas on this one working on a new label,” Ortega said.
The new brand will be available worldwide from February 9th.