ASOS unveils exclusive collection for Adidas SL72 campaign

Online e-tail giant ASOS has unveiled an exclusive ASOS Design collection in collaboration with Adidas as part of the Adidas SL72 campaign.

The collection was developed in just three weeks using ASOS’ Test & React model, which enables the brand to quickly deliver the latest trends by producing small batches and reordering efficiently based on data-driven forecasts.

The range includes 15 menswear and womenswear pieces, such as dresses and scarves, all designed to reflect Adidas' signature sporty, casual, and streetwear-inspired aesthetic, complemented by on-trend patterns such as cow print.

Aayush Agarwal, Head of Business and Product at ASOS said: "Customers come to ASOS looking for on-trend own brand products and the most relevant partner brands. This ASOS Design Adidas collection takes this to the next level by creating incredibly on-trend own brand products to style up a partner brand collection. This is only possible under the Test & React model, which enables us to do this at speed."

In November, ASOS posted an 18% annual sales decline, reporting a pre-tax loss of £379.3 million for FY24, down from a loss of £296.7 million the previous year.

Within the same trading update, ASOS emphasised the importance of creating "strong" foundations, ensuring operations were "efficient" and "effective", stating that its efforts were creating value for customers, brand partners, and shareholders.

This meant clearing through old stock, changing its product model to bring customers the "best, most relevant "product, and axing unprofitable activities in order to invest into areas that matter most to customers.

The company advanced its Back to Fashion strategy, achieving significant milestones: stock clearance was finalised, a new commercial model was successfully implemented, the Test & React product model – delivering designs to market in under three weeks – scaled to account for over 10% of own-brand sales, and flexible fulfilment capacity doubled.

The new commercial model is "resonating with customers," evidenced by a 24% year-on-year increase in sales of new products from July to September, achieved with only a 6% rise in stock levels, highlighting "strong" demand for full-price items.