{"id":225510,"date":"2023-02-03T09:30:19","date_gmt":"2023-02-03T09:30:19","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=225510"},"modified":"2023-02-03T16:29:36","modified_gmt":"2023-02-03T16:29:36","slug":"adidas-launches-new-sportswear-label-to-sit-between-performance-and-originals","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/adidas-launches-new-sportswear-label-to-sit-between-performance-and-originals\/","title":{"rendered":"Adidas launches new \u2018Sportswear\u2019 label to sit between Performance and Originals"},"content":{"rendered":"

Adidas<\/a><\/span> has launched a new category called \u2018Sportswear\u2019 \u201cto occupy the space between the brand\u2019s well-known\u00a0Performance and Originals labels\u201d, its first new label for 50 years, with a campaign featuring Jenna Ortega \u2013 star of Netflix series \u2018Wednesday<\/a>\u2019.<\/strong><\/p>\n

The range is targeting \u201cthe next generation\u2019s adoption of a comfort-first mindset\u201d 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.<\/p>\n

Ortega \u201cjoins the Adidas family\u201d for the \u2018All That You Are\u2019 campaign, which includes Tottenham Hotspur striker Son Heung-min, Manchester City Women\u2019s team forward Mary Fowler, Atlanta Hawks basketball player Trae Young and star of Twitch \u2013 the American video games live streaming service \u2013 Carolina Voltan.<\/p>\n

The SS23 debut collection showcases block colour designs and stripped back details, with each piece \u201ccurated to be worn and remixed\u201d. The \u2018Express Dress\u2019 is inspired by the football aesthetic, and there\u2019s also the \u2018Express Jersey\u2019 and oversized \u2018Express Coach Jacket\u2019.<\/p>\n\n\t\t