New Adidas ambassador Jenna Ortega to front first new label in 50 years

Adidas has named American actress Jenna Ortega as its latest brand ambassador and the face of its new "soon-to-be-unveiled" label, the first in 50 years.

The sportswear giant has labelled Ortega as the "perfect embodiment of how the next generation is showing up in the world and who its new label is designed to represent".

Best known for her recent role as Wednesday Addams in Netflix's Wednesday, Ortega began her career as a child actress. She is also known for her role as young Jane in comedy-drama series Jane the Virgin and more recently, Netflix's psychological thriller You.

Commenting on the partnership, Jenna Ortega said: “My love for adidas is one that goes back years. It’s always had such a presence in sport, music and culture and continues to be an innovator in so many ways. I feel so honoured to become a part of this legendary family of changemakers and be the face of its all-new label."

Brian Grevy, Adidas Executive Board Member, said: “At Adidas, we're constantly looking at ways we can push the boundaries in both sport and culture, which is why it’s so exciting that we can announce Jenna Ortega has joined us, to launch our first new label in 50 years.

"A progressive and passionate next generation pioneer that is making waves across the globe, her fresh and creative way of thinking is what we, as a brand, found ourselves on and continue to be inspired by. We can’t wait to unveil what’s to come from this special partnership, very soon."