Adidas Shares Adigirl With Teens

Adidas Shares Adigirl With Teens

By:  Hope Wilkos, Writer

Teens that are focused on sports and a more active lifestyle, will love the unique new clothing collection by . On July 22, 2015, the sports-related company unveiled ‘The Adigirl Collection.’

, one of the first corporations to get into the ring with sports shoes, accessories and clothing, now takes the championship once again as ‘The Adigirl Collection’ combines key performance attributes with street style detailing for a most versatile assortment of pieces that bring sport into everyday life. This brand new collection draws inspiration from a handful of popular sports – basketball, volleyball, track, softball and soccer —the most popular sports of teens today. These pieces can hold up to the toughest of teens as they hit the ball, run for a win or kick the ball across the goal line.

 

Bold color is a key component to the Adigirl aesthetic, a rainbow of colors including bright reds, deep purples, multiple shades of blue and floral prints, and the essential shades of concrete grey and black.  Equally important is the collection’s acute attention to details, many of which are a perfect union of fashion and function. Windbreakers with slit-open, center back seams offer cooling ventilation while simultaneously providing the wearer a street edge.  Similarly, the backs of sleeveless tee’s reveal rows of circular cut-outs, a punk touch that keeps the adigirl athlete cool in both senses of the word.

Other pieces include oversized, mesh, “boy-style” basketball style shorts; floral print tights with seaming details; and “team” jersey tops—all allowing for an easy transition from the court or the field directly to the street.  Specific on-court styles include sports bras; tanks and shorts while off-court items include fleece pants; graphic tees; jackets and hoodies.  Rounding out the range is the added benefit of  performance attributes of Climacool and Climalite, the secrets to breathable, lightweight comfort, which ensures the pieces play equally  as great as they look.

As part of the launch, ‘The Adigirl Collection’ is introduced with a dynamic, color saturated marketing campaign comprised of in-store, digital and social components, as well as grassroots consumer events.  The voice of the campaign focuses on the athlete—who she is at her core—while also demonstrating the multi-faceted, unique teen that she is.  The accompanying campaign photography captures the spirit of the teen athlete, as she goes about her day-to-day training routines. The visuals also feature copy that playfully reimagines elements of teen fashion, filtering them through an athletic lens.

“The adigirl is an athlete at her core but we have to acknowledge the powerful, multi-faceted teen that she is.  This collection intends to address the needs of her demanding lifestyle, uniting sport with style,” says Kate Ridley, Vice President of Adidas Training. “The launch of this collection is a part of our ongoing dedication to the female athlete and the way we both speak and create product specifically with her in mind.”

In partnership with leading omni-channel sporting goods retailer, DICK’S Sporting Goods, ‘Adigirl’s’ midsummer 2015 introduction coincides with the current back-to-school shopping season.  There will be a special launch event at the Dulles Town Center, 21070 Dulles Town Cir. Dulles, VA, in the Washington DC area.  Available now, the debut ‘Adigirl Collection’ can be found in over 200 DICK’S Sporting Goods stores nationwide and on dickssportinggoods.com.

“We are thrilled with the ‘Adigirl’ line and how it came to life in our stores,” said Kate Boyce, VP-DMM, DICK’S Sporting Goods. “It speaks to the teen girl in a new way – unique from our current assortment – which is why we’re excited to be the exclusive big box retailer to launch ‘The Adigirl Collection.”

With the school year beginning very soon,  newest collection  is available for purchase exclusively on , dickssportinggoods.com, in Sport Performance stores and DICK’s Sporting Goods stores nationwide. The collection prices range from $25 for the 3-Stripe Bra to $90 for the Woven Fleece Jacket.

You can follow the conversation on Twitter and Facebook  and , #ADIGIRL.

Photos courtesy of www.image.net (Brad Barket/Getty Images for Adidas)