Retail sporting giant adidas has unveiled its first big showcase for the new year, and that’s by revealing a brand new label: adidas Sportswear. This impetus for creating this new line of athletic wear is, of course, the Gen Z consumer, so why not introduce the first new adidas label in 50 years with one of the biggest Gen Z stars right now, Jenna Ortega, who joins the adidas family as its newest global ambassador.
Said to be inspired and built for “the next generation of cultural trailblazers,” the Wednesday star features front and centre in the new campaign for adidas Sportswear, which is evidently inspired by the fusion of its existing Performance and Originals labels, as you can see below.
The new line aims to “level up the wearer’s everyday look via a range of fresh fits that use the latest performance technology to bring the same comfort and confidence to the everyday, as its performance collections have been for athletes, for decades,” adidas said via a statement.
Ortega is an actor, producer, advocate and model, who has cemented herself as one of the next-generation icons, particularly after her stellar performance as Wednesday Addams in the Netflix adaptation, Wednesday.
“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,” said Ortega via a press statement. “Embracing all that I am and all that I stand for continues to be a journey and through new experiences, I am learning and discovering more sides to myself. I am a 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.”
Ortega isn’t the only star to front the new adidas Sportswear label. The 20-year-old is joined by fellow trailblazers like Australian footballer Mary Fowler, Tottenham Hotspurs forward star Son Heung-min and off-court sketching enthusiast and self-care advocate Trae Young.
The collection itself isn’t revolutionary, but rather speaks to the current fashion trends amongst Gen Z consumers: think simple cutlines, colourways and stripped-back design details, with comfort a key consideration of every piece. The AVRYN and Tiro Suit take centre stage for the new line, representing the perfect aesthetic for easy-wearing style and comfort.
The collection also features relaxed-fit football-inspired jerseys, a sport-style Coach Jacket, slip dresses, and more, all of which are available to shop online now.