Adidas is rounding out its offering with a new lifestyle brand—its first label launch in 50 years.
Dropping this week, Adidas Sportswear will complement the athleticwear titan’s Performance and Originals labels with a new aesthetic—“sport worn for style.” The range blends performance technology with versatile cuts made for casual wear, and was “curated to serve the next generation during multiple moments”—a goal driven home by the brand’s choice to anoint actress Jenna Ortega of “Wednesday” fame as its face.
The line will debut with the Tiro suit, a reimagined version of Adidas’ classic tracksuit developed with simple cutlines and stripped back design details. The all-black Tiro Suit Up Advanced offers a minimalistic take on the iconic style, with a shiny three-stripe motif offering a subtle nod to the brand’s heritage. The Tiro is also offered in bolder colors, like electric violet, and graphic prints.
Ortega in the Tiro jacket.
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A complementary shoe, the Avryn, fuses Boost and Bounce technology with a recycled polyester mesh upper. In two colorways—muted two-tone black and gray, and all-gray with purple accents, the sneaker’s sleek silhouette and angular details were inspired by origami, Adidas said. Built with a number of performance features, from a durable Adiwear outsole to an energy-returning, cushioned midsole, the shoe nonetheless lends itself to everyday wear, the group said.
The Adidas Sportswear debut collection will also feature the silk-like, striped Express wrap dress, which can also be worn open as a lightweight jacket. The Express jersey pulls inspiration from the ‘90s soccer aesthetic, with two-tone colorways and offset white piping. The oversize Coach jacket appears in a monochrome, shine-finish color palette. A number of the collection’s pieces feature cuffed ribbed sleeves and oversize collars.
The Avryn sneaker in grey and purple.
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Chosen for her Gen Z appeal, Ortega fronts the marketing efforts for the collection. The actress and producer has been lauded in recent months for her individualistic style, from Dolce & Gabbana, Versace and Saint Laurent goth-glam looks inspired by her “Wednesday” character to a long, flowing pleated Gucci gown with cutouts that captivated fashion critics at the Golden Globes. Ortega’s style aligns with what Adidas Sportswear was designed to embody, “aptly symbolizing how the next generation is showing up in the world,” the brand said.
“The way I express myself, whether this is vocally or aesthetically, is something I personally put a lot of energy into as I know how much power it can have in inspiring others,” Ortega said. “I am huge advocate of expressing all your different pursuits, passions and traits, whether that is through what you do, what you wear or what you champion—which is why I was so excited to work with Adidas on this new label.”
Australian soccer star Mary Fowler in the black and grey Avryn sneaker.
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Adidas Sportswear senior designer Jasmin Bynoe said she hopes the range of styles will be “used as a blank canvas for each wearer to pair and style as they see fit.”
“We paid close attention to incorporating specific cutlines, colorways and stripped back design details, so that the collection works no matter what the wearer’s day looks like,” she added.
Ortega will be joined by other Adidas partners including South Korean soccer player Son Heung-min, Atlanta Hawks point guard Trae Young, Australian soccer player Mary Fowler and gamer Carolina Voltan.
Yu-Gi-Oh! Adi2000.
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Adidas is also doubling down on existing footwear collaborations and partnerships. Building upon the success of its recently released collection with Japanese manga series “Yu-Gi-Oh!,” Adidas released a second sneaker—a new take on the Adi2000—in late January.
Inspired by the protagonist, Yami Yugi, the shoe features a black leather upper, gold stripes, purple accents and pink details, and each pair comes with accoutrements like jewels and hangtags that reference the series.
Meanwhile, the brand plans to release a second sneaker with streetwear retailer Mr. Bailey, which first collaborated with Adidas on the Ozlucent sneaker last year.
Adidas x Mr. Bailey Ozmorphis sneaker.
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An “exploration of natural forms,” the new style was inspired by the aurelia moon jellyfish. The Ozmorphis sneaker contemporizes the previous release while adding more comfort features to its cocoon-like TPU outer shell. The foam encapsulates an inner neoprene sock. Launching on Feb. 9, the ultra-modern, minimalistic style will be available at select retailers, the brand said.
