adidas Sportswear is a new label that is launched by the iconic German imprint, fusing together elements from its adidas Performance and adidas Originals line. It targets Gen Z and is officially the brand's first sub-label to launch in the past five decades. It is inspired and created for “the next generation of cultural trailblazers,” which is showcased in a campaign that stars Jenna Ortega.
The new collection taps the brand's performance technology as the pillar and blends that together with an effortless design language without compromising the comfort and versatility of the Originals capsule. The leading items in the capsule include the AVRYN and the Tiro Suit, followed by other items such as Express Jersey and the striped Express Dress.
Image Credit: adidas Sportswear
Key Themes Behind This Trend
- Sportswear Sub-labels
- Creating sub-labels that merge performance technology with design language for versatility and comfort.
- Gen Z-centered Fashion
- Catering to the fashion needs of the next generation of cultural trailblazers with sportswear that blends technology and design.
- Performance-based Fashion
- Blending design with performance technology to create versatile and comfortable sportswear that caters to the needs of the modern consumer.
Where This Applies
- Fashion
- The fashion industry can create sub-labels that cater to the needs of Gen Z with performance-based clothing that blends design and technology.
- Sportswear
- Sportswear companies can create versatile and comfortable clothing that blends performance technology with design language to cater to the needs of modern consumers.
- Marketing
- Marketers can focus on creating campaigns that cater to the next generation of cultural trailblazers by highlighting the versatility and comfort of performance-based fashion.
