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New adidas Sportswear Label Is Designed for ‘Sport of Life'


Adidas is launching a new label called adidas Sportswear which will be positioned as a complement to the brand’s Performance and Originals labels. The new adidas Sportswear products feature performance technology, but are designed for “the sport of life,” according to the brand. 

Actress Jenna Ortega, star of the Netflix hit show “Wednesday,” is the face of the all-new label in its Spring/Summer 23 debut. 

Pieces in the initial offering have simple cutlines, colorways and stripped back design details, with comfort as a main focus. The new label “brings together adidas’ latest performance technologies and comfort-first looks to elevate the wearers’ everyday style,” stated Jasmin Bynoe, Senior Designer, adidas Sportswear.

In addition to apparel pieces such as the three-striped Tiro Suit, the silk-like striped Express Dress and the oversized, collared Coach Jacket, footwear is part of the collection’s launch with the new Avryn. Made in part with recycled materials, the Avryn shoe fuses the brand’s Boost and Bounce technology for comfort inside and out. The Avryn drop includes two colorways, a muted two-tone black and grey with minimal red detailing, as well as all-grey version with black signature 3-stripes complete with purple accent, origami inspired finishes and an exaggerated heel tab.

Adidas Sportswear officially launches on February 9.