German sportswear giant adidas Thursday announced the launch of its third label – Sportswear – a fashion-forward line aimed at Gen Z.
Complementing the brand’s Performance and Originals labels, adidas’ first new label in five decades will launch worldwide from 9 February in stores and online.
Actor and star of the Wednesday series Jenna Ortega fronts the new line that “aims to level up the wearer’s everyday look via a range of fresh fits that use the latest performance technology to bring the same comfort and confidence to the everyday, as its performance collections have been for athletes, for decades”.
Alongside Jenna, the campaign will also see a wider collective of adidas partners coming together, including South Korea’ Son Heung-min, current Premier League golden boot holder, professional basketballerTrae Young, Women’s Super League forward Mary Fowler and gamer Carolina Voltan.
Speaking about her involvement, Jenna shared: “The way I express myself, whether this is vocally or aesthetically, is something I personally put a lot of energy into as I know how much power it can have in inspiring others. Embracing all that I am and all that I stand for continues to be a journey and through new experiences, I am learning and discovering more sides to myself. I am 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.”
As per a company statement, “The adidas Sportswear collection offers specific performance technologies through simple cutlines, colorways and stripped back design details, with comfort running through its every fiber. Curated to serve the next generation during multiple moments, as they tackle the sport of life, each iconic piece can be remixed to create a unique look or remain a subtle yet striking fit if worn as is.”
Speaking about the new label, senior designer, adidas Sportswear Jasmin Bynoe said: “Expertly blending sport silhouettes with fresh detailing, adidas Sportswear brings together adidas’ latest performance technologies and comfort-first looks to elevate the wearers’ everyday style. We are so excited that Jenna has joined the adidas family and will be fronting the label, as the new line is a true celebration of self-expression and individualism – aligning perfectly with all that she stands for. Offering a range of pieces that can be used as a blank canvas for each wearer to pair and style as they see fit, we paid close attention to incorporating specific cutlines, colourways and stripped back design details, so that the collection works no matter what the wearer’s day looks like.”
Reflecting on the new campaign, Son Heung-min shared: “Whilst my day-to-day focus is shaped around my performance on the football pitch, whether that is for my club or country, I also love to spend time enjoying my other hobbies. Whether that’s gaming, fashion or music, each of these allow me to keep a fresh mindset, helping me maintain my competitive edge. These different areas of my life also mean I need wardrobe staples with versatility, which is why I am such a big fan of adidas’ new label, Sportswear – it really is the perfect blend of sport, style and comfort!”
