adidas' new Sportswear line offers a variety of purpose-built apparel and footwear using its performance-led technologies. Created with comfort and design in mind, the worldwide "All That You Are" campaign supports young creatives who are reshaping the industry. The campaign aims to highlight the diversified lifestyles of international athletes and multidisciplinary artists while embracing self-expression.
Featuring South African actor Ama Qamata and artist Dee Koala, the Sportswear campaign explores how the two creatives spend their free time outside their full-time careers. Dee wears a jacquard long-sleeve jersey and continues the purple color scheme of the campaign by finishing her ensemble with the Tiro Suit Up track trousers in her second look.
Ama chooses the traditional Tiro tracksuit and the silk-like jersey top for her imagery. The duo both sport the AVRYN shoes, which are versatile and comfort-focused.
Image Credit: adidas, <a rel='nofollow' href='https://hypebeast.com/2023/3/adidas-all-that-you-are-south-africa-sportswear-campaign-release-info'>hypebeast</a>, <a rel='nofollow' href='https://www.adidas.co.za/sports_performance-women'>adidas.co.za</a>
Why This Trend Is Growing
- Performance-led Sportswear
- Opportunity for companies to create purpose-built sportswear with comfort and design in mind, while incorporating performance-led technologies.
- Support for Young Creatives
- Opportunity to develop campaigns that celebrate self-expression and support young creatives who are reshaping the industry.
- Multidisciplinary Athlete & Artist Collaborations
- Opportunity for companies to collaborate with multidisciplinary athletes and artists to showcase diversified lifestyles and create unique campaigns.
Industries Being Reshaped
- Athletic Apparel
- The athletic apparel industry can focus on developing purpose-built sportswear with comfort in mind while incorporating performance-led technologies.
- Creative Advertising
- The advertising industry can develop campaigns that celebrate self-expression and support young creatives who are reshaping the industry.
- Artistic Collaborations
- The fashion industry can collaborate with multidisciplinary athletes and artists to showcase diversified lifestyles and create unique campaigns.
