// Adidas launches its first label in 50 years and will be fronted by Wednesday actress Jenny Ortega
// Adidas Sportswear will sit beside the Originals and Performance labels
Adidas is launching its first label in 50 years aimed at Gen Z customers and will be fronted by Wednesday actress Jenna Ortega.
The new line, Adidas Sportswear, will be released worldwide on 9 February with early access via the app on 2 February.
The collection, which is “inspired and built for the next generation”, will sit alongside the retailer’s Originals and Performance labels.
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Adidas Global’s sportswear and training general manager Aimee Arana said: “With consumer behaviour showing a noticeable change over the last few years, there’s no surprise that certain trends and desires are accelerating, particularly amongst the next generation.
“Taking this into account, we knew as a brand that we must also adapt in a way that meets their needs, which is how and why adidas Sportswear was born.
“Each item combines the best of our already established technologies with stylish detailing, does not compromise on comfort and has been designed in a way that ensures true versatility when worn.”
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