Hot off the heels of its major World Cup moment, Adidas is continuing its momentum with the introduction of an Originals Sports women’s collection, the brand revealed Wednesday.
The launch of the collection is a continuation of the brand’s Originals line and merges the worlds of performance and lifestyle. Adidas attributes the new training collection’s inception to “personal style becom[ing] just as important inside the gym as it is outside it.”
In an exclusive interview with WWD, Lisann Costello, global vice president of sportswear and training partnerships at Adidas, explained that this launch was a “natural next step” for the brand.
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“For years there has been an expectation that serious training was defined by a particular uniform,” she said. “The new Originals Sport collection is a direct response to a growing desire from women wanting workout wear that reflects their personal style without compromising on performance.”
The Originals Sports performance collection draws on brand DNA and design codes that are distinct to the Originals line. Costello also pointed out that given the Originals heritage, the brand saw the opportunity to bring this same style to its training apparel — allowing women to express themselves with their workout gear.
Inspired by the Superstar tracksuit as the major point of inspiration, Originals Sports features a range of pieces including bras, leggings, tank tops, onesies and layering pieces. Classic Trefoil and three-stripe branding motif designs were given a modern spin, combined with feminine cut lines, proportionality and diverse silhouettes. As for the performance technology, Climacool, AdiSoft and Lycra Adaptiv were used to help support ventilation, comfort, adaptive fit and movement responsiveness.
“Women’s training is an important space for Adidas and Originals Sport brings together two strengths that are very true to the brand: performance innovation and Originals style. It reflects our focus on creating product for women that is functional, expressive and relevant to how they live and move today. The collection gives Adidas a distinctive point of view in the market by combining performance-led technologies with the style heritage and design language of Adidas’ Originals,” Costello said.
Speaking to today’s ever-evolving consumer, Costello said that women today continue to redefine what performance looks like, with personality playing a larger role in the ways they train.
Versatile pieces continue to be a major draw, she said — and products that inspire confidence are key. The wardrobe pieces were born out of this idea, given the blurring of lines between performance and lifestyle. Capturing this intersection is important to Adidas because the two are no longer separate in the mind of today’s consumer.
“Whether someone is training, heading to meet friends afterward or moving through a busy day, they want product that can support them while still feeling like part of their personal style,” Costello explained. “Originals Sport was designed with that in mind, blending performance technologies with iconic Originals design codes to create pieces that work in the gym and beyond.”
As part of the launch rollout, Adidas has tapped singers Tate McRae and Emilia Mernes as well as volleyball star Harper Murray to front the Originals Sports’ campaign.
“We wanted to work with women who naturally capture the spirit of Originals Sport. Tate McRae, Emilia Mernes and Harper Murray each bring confidence, individuality and expressive performance in their own way,” Costello said. “Tate and Emilia embody style and confidence within training, while Harper brings that expressive performance through sport. Together, they reflect the world this collection was designed for and help show how performance and personal style can go hand in hand.”
The Adidas Originals Sport collection retails for $40 to $80 and will be available for purchase on adidas.com and in retail stores on Thursday.
