Adidas Launches New Label Called “Adidas Sportswear” with a Campaign Starting Jenna Ortega
Photo: Adidas via Fashion United
Sportswear’s brand Adidas has announced their new sub - label, the first in 50 years, called Adidas Sportswear with their “All That You Are” campaign starring Jenna Ortega, their new brand ambassador, gamer Carolina Voltan, soccer players Son Heung-min and Mary Fowler and basketball player Trae Young. This label is the brands latest effort to reach Gen Z consumers with the saying “sport worn for style” leading the designs and overall aesthetic of the label and its collections.
Photo: Adidas via Fashion United
This label's aim is to create individualized athleisure or sports inspired pieces made from the athletic technology that Adidas is known for. The collection has comfortable sportswear for the more casual wearer. When talking about the new sub-label, Jasmin Bynoe, senior designer of Adidas Sportswear stated, “[The sub-label is] 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.” It is an exciting fusion between Adidas performance and Adidas Originals designs and characteristics.
Them targeting Gen Z in particular is not surprising given that they have been the prime target consumer for many brands in recent years. Gen Z is all about sustainability and individuality in fashion and this collection has both. Additionally, bringing “Wednesday” star Jenna Ortega on to lead this campaign is great marketing on Adidas’ part. In addition to being a part of gen z herself, Ortega has become nothing short of an icon and figurehead for generation z.
Photo: Adidas via Fashion United
In an interview with Hypebae about her campaign, Ortega said, “It’s really exciting for me because when I was younger, they were the cool kids and they were what everyone wore and what I started to wear when I got older and started making my own money. If I was ever going to spend money on clothes it was always going to be on Adidas. So it feels like a natural progression for me in my career but then also something that’s kind of one of those surreal moments where I mean I’m on these shoots and I’m sending photos to my mom like “remember this, remember when I was younger and this was all that mattered to me?” So it’s really really special for me.”
Photo: Adidas via Fashion United
Adidas’ new label will launch this Thursday on February 9th both in stores and online with a spring/summer 2023 collection. Customers with the Adidas app get early access and can look and purchase from the collection today. The debut collection will include Tiro tracksuits, football shirts, dresses and lightweight jackets. Additionally, the collection comes with AVRYN sneakers that are made from recycled materials and will be available in multiple colorways that are perfect for any fashion forward Gen Zer.
