Adidas launches reimagined SS20 women's sportswear collection
Adidas has presented a new versatile women's sportswear collection for Spring/Sumer 2020, bringing together performance and streetwear, alongside a new campaign that celebrates movement of all kinds and invites women to see themselves as an athlete.
Each piece in the versatile collection is created to inspire the athlete in all women, however they choose to play. It introduces style-focused activewear alongside iconic lifestyle looks; from high-performance tights to statement tracksuits.
As part of the campaign, Adidas have secured talent to promote the collection including yoga expert, wellness entrepreneur and author, Jessamyn Stanley; world champion skier, Mikaela Shiffrin; world champion, Paralympic medalist and motivational speaker, Denise Schindler; activist, author, student and dancer, Nadya Okamoto; and psychologist, body positive activist and marathon runner, Jada Sezer.
In the adidas Reimagine Sport campaign, each woman explores her own definition of sport and the role it plays in her life.
Jessamyn says: “Sport to me is anything that gets your body moving, all humans are like that. We just need to move our bodies.”
“All of us can get into a space of trying to put ourselves into moulds for other people, for society. More than anything I would just like to be authentic, because that will inspire other people to do the same thing.”
Aimee Arana, General Manager of Global Training at Adidas, says: “Women today are redefining what sport means to them, from dance, skiing, aerial yoga to skateboarding, women are doing it all. Movement is sport and it is about getting out and enjoying what sport can do for your body and mind. This collection was made for them. We are inviting women to get out there and play their way.”
As the latest step in Adidas’ commitment to creating products to enable all women, the collection features a number of pieces available in inclusive sizing, including the brand’s next generation bra and tight silhouettes:
- The new Ultimate Bra, designed to deliver high support for all types of sport; available in A-G cups in Europe and up to a H in the US, with underband sizes US/UK 30-48 [replace with local sizing where required].
- The Believe This 2.0 Tight, designed to provide support and shaping with a new waistband design that offers a more secure fit; available in sizes 2XS to 4X.
The first release of the Adidas spring/summer 2020 collection is available now globally with additional pieces released throughout the season. Prices start from £17.95.
