August 15, 2022


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Consolation as a catalyst: Adidas launches new sportswear capsule, fronted by Hoyeon, Nia Dennis, Xie Zhenye, and Tua Tagovailoa

Born from sport with consolation at its core, at the moment, adidas drops an all-new sportswear capsule. The gathering is impressed by the best way the subsequent technology continues to show custom on its head with how they transfer by way of the world, choosing a contemporary comfort-first mindset and rejecting old-world pressures.

To get nearer to this mindset, adidas reached out to uncover extra concerning the rise of the cosy match. 9 in ten imagine the garments they put on impression how mentally snug they really feel, and over three quarters say they’re extra prone to thrive in a number of facets of life when rooted in a real feeling of consolation. With this in thoughts, adidas’ sportswear capsule is constructed for next-level consolation each at dwelling and on the streets with a full assortment of informal, trendy matches for each women and men.

Fronted by a raft of subsequent technology trailblazers, together with world award-winning actress Hoyeon, US gymnast sensation Nia Dennis, American soccer celebrity Tua Tagavailoa, and Chinese language nationwide sprinting champion Xie Zhenye, the marketing campaign reveals how selecting consolation in thoughts and physique has given them confidence, extra inside headspace, and the power to embrace any challenges inside their journey of progress.

Delving deeper, adidas additionally discovered that three-quarters imagine the sensation of consolation helps them be extra formidable in addition to pursue causes they care about, while over half say their confidence is boosted when carrying snug attire. In China, snug garments are associated extra to life success and achievements, whereas in Japan, the group believes in with the ability to categorical themselves higher. In the meantime, within the UK and US, relaxed attire pertains to feeling extra snug inside themselves.

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Impressed by these collective insights, the all-new capsule incorporates a number of versatile items that supply a minimalist aesthetic and cloud-like consolation, with a number of items additionally made partially with recycled supplies. Every garment has a relaxed match and is right for these seeking to stage up their on a regular basis sport streetwear model while remaining cosy all through the day.

Key appears embrace:

  • Ladies’s Rib Costume: A straight minimalist silhouette in block-colour black, which may be worn individually or layered for a extra expressive look. Incorporates a tornado racerback element, crew neck reduce, and aspect cut up hem for an added edge
  • Males’s Traditional Tee paired with Woven Pants and Coach Jacket: Paying homage to sport heritage, the woven pants and coach jacket provide an outsized and relaxed match, in a impartial however daring color pairing. The ribbed crewneck tee enhances the look with a trendy combination of textures
  • Ladies’s Outsized Hoodie with Rib Crop High and Biker Shorts: A muted pastel toned prime designed with a cropped hem and matching shorts in delicate rib knit materials, creating an easy contemporary however cosy look which may be simply layered with a slouchy outsized hoodie
  • Males’s Fleece Hoodie layered over Outsized Tee and Fleece Shorts: Relaxed match fundamental tee with a vibrant crimson block emblem paired with a boxy hooded jumper which boasts an outsized aesthetic. Complemented by saggy fleece-lined shorts ensures consolation by way of each transfer and second

Talking concerning the assortment, Jo Aberg, Vice President Design at adidas, stated: “Gone are the times the place conforming to traditions is the norm. As an alternative, we’re seeing the rise of a comfort-first mindset amongst the subsequent technology and the consensus that residing on this feeling is how they thrive. We additionally know that with regards to self-confidence, being snug with who they’re and what they put on has a huge effect on their lives. With this very a lot our inspiration, our new capsule fuses contemporary appears with optimum consolation and match and appears to serve the subsequent technology as they drive tradition ahead and transfer by way of the world with objective.”

Talking concerning the design journey, Rob Lee, Vice President Model Expression at adidas, stated: “Taking inspiration and mixing and remixing the most effective items throughout our complete portfolio, from efficiency to vogue, we got down to create a capsule that takes match and luxury to the subsequent stage. When designing every look, we pinpointed the kinds and silhouettes that carry all-round versatility, earlier than touchdown on the trendy remix twists, impartial colour palettes and the most effective materials that may deliver all of it to life. Every part that we created saved the wearer’s expertise in thoughts – we needed to ensure they felt contemporary – and I undoubtedly assume that these key appears do precisely that!”

The position of consolation being a catalyst is widely known within the marketing campaign as a collective of adidas companions share the ability of selecting a comfort-first mindset and the inspiring impression it has had on their life.

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Talking concerning the marketing campaign and assortment Hoyeon shared: “Choosing consolation continues to show so priceless in lots of facets of my life. Whether or not this be me taking a second to calm down on set and really feel snug inside myself earlier than the subsequent take or selecting appears that give me an interior confidence and luxury in my very own pores and skin, this mindset and method continues to assist me progress and evolve.

That is largely why I used to be so drawn to adidas’ new capsule and really feel so in tune with the message its impressed by. The items actually seize the wonder and stability between minimalistic design, cosy match and classy aesthetic. The signature piece for me is the ribbed costume with its refined detailing which elevates its simplicity and offers a contemporary on a regular basis look.”

The adidas sportswear capsule is on the market worldwide from June 15 on the adidas web site, in shops and through the adidas app, with early entry obtainable from June 9.


adidas commissioned analysis carried out by Vitreous World throughout 1,203 respondents in UK, US, Japan and China, aged 16-24.