By Priya Sachdeva
NEW YORK | July 22, 2015 – Adidas just took sports fashion to the next level through its new Adidas adigirl Collection launching this month. A pioneer and one of a kind, the adigirl Collection is the perfect mix of street style in a variety of pieces for the teen athlete. Drawing from 5 sports for inspiration – basketball, volleyball, track, softball and soccer amongst the most popular sports with the teen athlete. With these core sports as the inspiration, adigirl designers incorporated the key textile technologies associate with their popular Sports Performance pieces serving the teen athlete with function and fashion. The objective of the adigirl Collection is to provide her – the teen athlete, with more than just athletic wear, these pieces are versatile and transferable to take her from the courts and field to out with her friends in a myriad of fresh pieces fit for her everyday needs.
Adigirl provides both bold and classics and then some for the teen athlete ranging from reds, shades of blue and deep purples to basic black and grays, and even prints making up a diverse variety for her to choose from. The attention to form and function is what makes this collection ideal for the teen athlete from jackets and windbreakers with slit-open, center back to provide cooling ventilation while being fashionable and wearable outside sports. Funky circular cut-outs for the adigirl athlete to keep her looking fresh and feeling fresh at the same time. Transitional pieces like over-sized mesh basketball boy’s style shorts, printed and floral tights and jersey-style tops give her the opportunity to take transition her look with ease. Adidas incorporates their Climacool and Climalite, offering her with lightweight comfort, making sure she scores points in sports and in fashion.
The adigirl Collection’s marketing focal point is the teen athlete who is both unique and diverse in her activity range, she is one of a kind and wants to do it all. She is multifaceted and the portrayal of her is set to match this persona in photography and amongst the tag lines used in this campaign.
With back-to-school around the corner, Adidas is partnering with major sporting goods retailer, DICK’S Sporting Goods to assure merchandise will launch appropriately in season alongside a series of special, targeted marketing events in select cities.
The debut adigirl Collection is available now in over 200 DICK’S Sporting Goods stores nationwide and Official Adidas stores, also online at adidas.com, dickssportinggoods.com. The collection is priced from $25 to $90.