adidas launches new ‘Sportswear’ label to sit between Performance & Originals

adidas has launched a new category called ‘Sportswear’ “to occupy the space between the brand’s well-known Performance and Originals labels”, its first new label for 50 years, with a campaign featuring Jenna Ortega – star of Netflix series ‘Wednesday’.


The range is targeting “the next generation’s adoption of a comfort-first mindset” and its influence on the casualisation of fashion, with a range of pieces that use the latest performance technology but with a focus on style, comfort and versality.

Jenna Ortega “joins the adidas family” for the ‘All That You Are’ campaign, which includes Tottenham Hotspur striker Son Heung-min, Manchester City Women’s team forward Mary Fowler, Atlanta Hawks basketball player Trae Young and star of Twitch – the American video games live streaming service – Carolina Voltan.


The SS23 debut collection showcases block colour designs and stripped back details, with each piece “curated to be worn and remixed”. The ‘Express Dress’ is inspired by the football aesthetic, and there’s also the ‘Express Jersey’ and oversized ‘Express Coach Jacket’.

Source | The Industry Fashion


Jenny Hillier

8th February 2023