Following the switch to the brand’s new performance logo, adidas have now revealed an all-new label – adidas Sportswear, its first in 50 years. It picks up the brand’s previous logo and gives it a new home in lifestyle circles, born from sport.
Adidas's new visual switch that would see a shake up of its logo selection was talked about as far back as December 2021. At that time reports suggested the introduction of a new performance logo that would sit alongside the Originals Trefoil, with the then current logo shifting into a sports-driven lifestyle range. And sure enough, following the hugely successful introduction of the Performance logo on the brand's 2022 World Cup jerseys, the Three Stripes has revealed its first collection under the adidas Sportswear label.
The introduction of the new collection coincides with the reveal of actress, advocate, producer and style icon, Jenna Ortega, as the latest addition to the adidas family, and she instantly came in as the face of the new collection. Complementing the brand’s Performance and Originals labels, the new line 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.
Sporty in essence, the adidas Sportswear collection offers specific performance technologies through simple cutlines, colourways and stripped back design details, with comfort running through its every fibre. 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.
Alongside Jenna Ortega, the campaign will also see a wider collective of adidas partners coming together to celebrate a comfort-first mindset and the power of self-expression, including Premier League current golden boot holder and music lover Son Heung-min, professional basketballer, off-court sketching enthusiast and self-care advocate Trae Young, Women’s Super League forward and nature lover Mary Fowler and renowned gamer and thrill-seeker Carolina Voltan.
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!”
adidas Sportswear’ will launch worldwide from 9 February on the adidas website.
