adidas launches new Label
- adidas’ first new label in five decades, adidas Sportswear, built for everyday movements and occasions, will launch worldwide from 9 February 2023
- Following Jenna Ortega joining its global family, the brand also announces her as the face of the new label and its ‘All That You Are’ campaign
- The new line is fronted by AVRYN and Tiro Suit to level up the wearer’s style for the everyday
Complementing the brand’s Performance and Originals labels, the new line adidas Sportswear 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.
Actress Jenna Ortega makes her adidas debut fronting the all-new label and its Spring Summer 23 collection. Cementing herself as a next generation icon; often seen moving through the heart of culture with style, passion and purpose, unapologetically expressing all that she is and all that she stands for.
Jenna Ortega shared: “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. 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 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.”
The adidas Sportswear collection offers specific performance technologies through simple cutlines, colorways and stripped back design details, with comfort running through its every fiber. The collections includes the Tiro Suit, adidas’ iconic tracksuit silhouette with a deep heritage in football, and AVRYN, a shoe made in part with recycled materials.
Alongside Jenna Ortega, the campaign will also see a wider collective of adidas partners coming together to celebrate a comfort-first mindset and the power of self-expression, including Premier League current golden boot holder and music lover Son Heung-min, professional basketballer, off-court sketching enthusiast and self-care advocate Trae Young, Women’s Super League forward and nature lover Mary Fowler and renowned gamer and thrill-seeker Carolina Voltan.