adidas last night officially introduced the brand’s newest category, Athletics at a star-studded event in New York City featuring U.S. track star Tori Bowie, Andrew Wiggins of the Minnesota Timberwolves, Joakim Noah of the New York Knicks, junior tennis star Coco Shilin and musical performances by Metro Boomin and Fetty Wap.
The adidas Athletics campaign features Aaron Rodgers, Ana Ivanovic, DeAndre Hopkins, Gareth Bale, James Harden and Morgan Brian, among others.
Athletics, a new business unit for the brand, consists of dedicated product design, development and marketing groups based at the adidas Group global headquarters in Herzogenaurach, Germany and at adidas’ North American headquarters in Portland, Oregon. The new apparel category bridges the gap between athletes’ style and their on-field performance, celebrating the untold stories of game day and capturing the journey before and after taking the field of play.
The adidas Athletics category is highlighted by the Z.N.E. Hoodie, a fresh take on traditional pre-game outwear, specifically engineered to remove distractions and maximize athletes’ focus in the make-or-break period before they compete. Using a cozy heavyweight cotton material, the hood’s large size enables athletes to eliminate external distractions – including visual, audible, and environmental – allowing the athlete to focus on their pre-game mind-set. Beyond the design, the Z.N.E. Hoodie carries hidden elements for athletes’ personal items, which can each be tailored to their individual needs.
The adidas Z.N.E. Hoodies launch September 7 in white, ice blue, collegiate navy, black, and olive cargo for men and white, black, blue, red, vapour steel and collegiate navy for women for $100 at adidas stores, adidas.com, Champs, Kith, Dick’s Sporting Goods, Macy’s and select boutique retailers.