Today adidas unveils The adigirl Collection, a new apparel line designed specifically for the teen athlete. The line—a first of its kind—combines key performance attributes with street style detailing to create a unique, versatile assortment of pieces that bring sport into everyday life. The adigirl Collection draws inspiration from five team sports – basketball, volleyball, track, softball and soccer—each popular with the teen athlete. Using these activities as a starting point, adidas designers also infused adigirl with some of the same industry-leading technologies found in its other Sport Performance product. The resulting adigirl Collection offers a wide assortment of key pieces, each addressing the sport and stylistic wants of the athletic teen.
"adigirl was created to specifically meet the needs of the female teen athlete and provides her with versatile options that can be worn for more than just practice," says Katie Becker, Senior Design Director for adidas Training and Sportswear. "We brought a fashion element to the design process that adds a fresh look and style that is unique to the adigirl Collection."
Bold color is a key component to the adigirl aesthetic, with a palette that includes bright reds, deep purples, multiple shades of blue and floral prints, in addition to the always 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.
Elsewhere in the collection are 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 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 adidas performance attributes Climacool and Climalite, offering the wearer breathable, lightweight comfort, which ensures the pieces play equally as great as they look.
As part of the launch, The adigirl Collection will be introduced with a dynamic, color saturated marketing campaign with 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. For example, in the adigirl campaign, the phrase 'My Runway' takes on new meaning and refers to the high school stadium bleachers on which a group of teens sprint repeatedly during their daily team practice. This and three other taglines are used throughout the campaign components, each capturing different moments of a teen athlete's experiences.
"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 back-to-school shopping season and will launch to consumers through a series of in-store marketing activations and 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 ondickssportinggoods.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."
The adigirl Collection is available for purchase now exclusively onadidas.com, dickssportinggoods.com, adidas 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.
Margaret BournWomen’s PRUnited Statesmargaret.firstname.lastname@example.org+1 212-352-6129