• 29-AUG-2016

Built for Focus - adidas Launches New Category: ATHLETICS

Wayde Van Niekerk
Redefining the future of “gym-to-street”style

South Africa, 29 August 2016 – today, the world’s leading sportswear innovator announced the launch of a brand new category devoted to the athlete’s mental game – adidas ATHLETICS. adidas believes that training isn’t confined to the gym or limited to the physical, it’s about getting your mind right, preparing mentally, finding vision and above all Focus.
The category will officially launch on pitch on Saturday 10th September with the adidas Z.N.E. Hoodie - the first product in the revolutionary new range.

For any athlete, maintaining concentration immediately before they take to the field or when they’re in the zone is vital to their performance. The adidas Z.N.E. Hoodie was designed with this need in mind, helping athletes stay mentally strong thanks to three key elements; reduced noise distraction, minimal visionary interference and protection from discomfort. It combines cutting-edge craftsmanship with luxe fabric and a striking aesthetic to make it a sportswear essential, whether for performance or leisure.

The over-sized hood combines double-layered side and front panels to eliminate outside distractions, keeping the athlete warm and focused. It is large enough to accommodate over-ear headphones, enabling the pre-game music rituals synonymous with elite athletes. The hoodie’s premium, heavyweight cotton/polyester/elastane blend is designed for comfort: a “Made 2 Move” seam construction and dropped shoulder ensures the athlete can move freely and gives it a bold, modern look. Hidden zipper pockets are perfect for storing personal items when on-the-go. A discreet inner label carries a motivational message celebrating the mental strength and focus of athletes.

Brett Burgess, Business Unit Manager – Training Division at adidas South Africa commented, “The introduction of the new ATHLETICS category has been greatly welcomed by local athletes that adidas SA has worked with on this new campaign such as, current world record holder and world Olympic champion Wayde van Niekerk; sprinter, Akani Simbine, Stormers’ flanker, Sikhumbuzo Notshe and SA international  cricketer, Kagiso Rabada. They are along with the likes of Gareth Bale, Tori Bowie, James Harden and Ana Ivanovic donning the hoodie, embracing the way adidas is redefining and elevating “gym-to-street” style.”

The adidas Z.N.E. Hoodie will be available at adidas ecomm and in major retail stores from 07th September, RRP (R1699).

To learn more, visit adidas.com/athletics_zne. Follow @adidasZA on Twitter and Instagram and use the hashtag #findfocus to join the conversation.

press release download


  • Tebogo Kgosi
    Senior Manager City Activation & Newsroom
    South Africa