Born from sport with comfort at heart, today adidas is launching a brand new sports clothing capsule. The collection is inspired by how the next generation continues to buck tradition with the way they move around the world, opting for a new comfort-focused mindset and rejecting old-world pressures. .
To get closer to that mindset, adidas reached out to learn more about the rise of the comfort fit. Nine in ten believe the clothes they wear impact their mental comfort, and more than three-quarters say they are more likely to thrive in multiple aspects of life when grounded in true feeling of comfort. With that in mind, adidas’ sportswear capsule is designed for next-level comfort at home and on the street with a full collection of relaxed and stylish fits for both men and women.
Led by a group of next-generation trailblazers, including global award-winning actress Hoyeon, American gymnast sensation Nia Dennis, American football superstar Tua Tagavailoa and Chinese national sprint champion Xie Zhenye, the campaign reveals how the choice comfort of mind and body gave them confidence, more internal headspace and the ability to meet any challenges on their journey of progress.
Digging deeper, adidas also found that three-quarters believe the feeling of comfort helps them be more ambitious and pursue causes they care about, while more than half say their confidence is boosted when they wear comfortable clothes. In China, comfortable clothes are more related to success and achievement in life, while in Japan, the community believes they can better express themselves. Meanwhile, in the UK and the US, casual wear relates to feeling more comfortable with yourself.
Inspired by these collective ideas, the all-new capsule offers a selection of versatile pieces that offer minimalist aesthetics and cloud-like comfort, with several pieces also made in part with recycled materials. Each garment has a relaxed fit and is ideal for those looking to upgrade their everyday sporty streetwear style while remaining comfortable all day long.
Key looks include:
- Ribbed dress for women: A straight, minimalist silhouette in solid black, which can be worn alone or layered for a more expressive look. Features a twist racerback, crew neckline and side split hem for added edge.
- Classic men’s t-shirt paired with woven pants and a Coach jacket: Paying homage to sporting heritage, the woven pant and coach jacket offer an oversized, relaxed fit, in a neutral yet bold color combination. The ribbed crew neck tee completes the look with a stylish mix of textures
- Women’s Oversized Hoodie with Ribbed Crop Top and Biker Shorts: A muted pastel-toned top designed with a cropped hemline and matching soft rib-knit shorts, creating an effortlessly cool yet comfy look that can be easily layered with an oversized loose hoodie
- Men’s fleece hoodie layered over an oversized t-shirt and fleece shorts: Basic relaxed fit t-shirt featuring a bright red block logo paired with a boxy pullover hoodie that features an oversized aesthetic. Completed with loose fleece lined shorts for comfort in every move and moment
Speaking about the collection, Jo Aberg, Vice President Design at adidas, said: “Gone are the days when conforming to traditions was the norm. Instead, we are seeing the rise of a comfort-oriented mindset among the next generation and the consensus that living in that sentiment is how they thrive. We also know that when it comes to confidence, being comfortable with who they are and what they wear has a huge impact on their lives. With this inspiration, our new capsule fuses fresh looks with optimal comfort and fit and looks to serve the next generation as they push culture forward and move across the world with purpose.
Speaking about the design journey, Rob Lee, VP of Brand Expression at adidas said: “By taking inspiration from, combining and remixing the best pieces from across our portfolio, from performance to fashion, we set out to create a capsule that takes fit and comfort to the next level. Designing each look, we identified the styles and silhouettes that offer complete versatility, before landing on the modern remixes, neutral color palettes and top fabrics that would bring it all to life. created had the wearer’s experience in mind – we wanted to make sure they felt fresh – and I really think these key looks do just that!”
The role of comfort as an enabler is celebrated in the campaign as a collective of adidas partners share the power of choosing a comfort-focused mindset and the inspiring impact it has had on their lives.
Talking about the campaign and the collection, Hoyeon shared: “Opting for comfort continues to prove so valuable in so many aspects of my life. Whether it’s taking a moment to relax on set and feel comfortable before the next take or choosing looks that give me inner confidence and comfort in my own skin, that mindset and approach continues to help me progress and evolve.
It’s a big part of why I was so drawn to the new adidas capsule and feel so in tune with the message behind it. The pieces truly capture the beauty and balance between minimalist design, comfortable fit, and sleek aesthetics. The signature piece for me is the ribbed dress with its subtle details that enhance its simplicity and give a fresh everyday look.
adidas commissioned a Vitreous World study of 1,203 respondents in the UK, US, Japan and China, aged 16-24.