Up until now, Adidas Originals and its much-heralded influencer collaborations have been the wave upon which Adidas’s much-heralded return to popularity has ridden. This week, however, the German-based company made official its intent to make a bigger push into world of athletes and sport with the introduction of “Athletics,” a new division dedicated to bridging the gap between athletes’ style and their on-field performance. The centerpiece of the collection is the Z.N.E. hoodie, made from heavyweight cotton, it was designed to “remove distractions and maximize athletes’ focus in the make-or-break period before they compete.”
At a splashy launch event held this week in Manhattan, Adidas introduced product concepts and media imagery, plus held q&a sessions with U..S. track star Tori Bowie (bedecked in all her multi-medal Olympic glory), NBA players Andrew Wiggins and Joakim Noah and tennis star Coco Shilin, all of which was followed by performances by Metro Boomin and Fetty Wap.
The Adidas Z.N.E. offered in a wide range of colors and priced for $100 will be sold at Adidas retail, Champs, Kith, Dick’s Sporting Goods, Macy’s and select boutique retailers starting September 7th.
