Launch of adidas Athletics: A Fusion of Style and Performance
adidas launches a new brand category - adidas Athletics, signalling its strong intention in making a further push into the sporting world by bridging the gap between athletes’ style and their on-field performance.
An increasing number of brands are jumping onto the athleisure bandwagon, introducing versatile products that are appropriate for both athletic and leisure pursuits. Some say athleisure is much bigger than a trend as evidenced by people wearing yoga pants everywhere and anywhere.
adidas has been investing since 2 years ago in the development of technical products that are visually appealing enough to wear in everyday life. The Ultra Boost, arguably the most popular adidas sneaker of 2015, is in fact, a legit running shoe.
2016 marks the year adidas expands on and formalises its athleisure strategy with the introduction of a whole new category for the brand - adidas Athletics.
Developed with the consultation of nearly one thousand athletes who gave insights into their training and physical demands, mental states and apparel preferences, the new brand category is launched with the intention of incorporating functionality and fashion in its apparels.
The first product in line - Z.N.E Hoodie, places a strong emphasis on maintaining mental focus.
Michael Krapohl, adidas Senior Product Manager of adidas Athletics said,
“With adidas Athletics we want to take the opportunity to champion a unique and as-yet unexplored perspective for our athletes, responding to their needs and telling their stories in the 24 hours before and after they perform. We know how important a pre-ritual can be, whether that’s Ivanovic’s breathing technique or Bale flexing his wrists in concentration, we want to give them the focus to get their head in the game.”
adidas Z.N.E Hoodie - Designed for Focus
Michael Krapohl, adidas Senior Product Manager of adidas Athletics added,
“We designed the adidas Z.N.E. Hoodie - and the entire range - to allow athletes to tune into their pre-game strategies and personal rituals, and to centre themselves for their own personal challenges. Aesthetically, we are passionate about creating products with the finest crafted details and a sleek, athletic look.”
Understanding the importance for athletes to have pre-match focus and to remain mentally focused throughout their competition, the adidas Zero Negative Energy (Z.N.E) Hoodie was designed with this need in mind through three key elements: reducing noise reduction, minimising visual interference and protection from discomfort.
First to launch under the new adidas Athletics category, the Z.N.E Hoodie comes in neutral colours of white, ice blue, collegiate navy, black and olive cargo.
adidas Z.N.E Hoodie - Features to Keep Distractions at Bay
The over-sized double-layered hood contains front panels to eliminate external distractions and is large enough to accommodate even the biggest headphones underneath, allowing athletes to indulge in their pre-game music rituals.
Made from a blend of cotton, polyester and elastane, the adidas Z.N.E Hoodie is heavy-duty enough to keep out even the coldest winds and provides warmth and comfort to the athletes, while blocking out visual, audible and environmental distractions for the athletes, thus keeping them focused.
Hidden zipper pockets were also designed for athletes to store their personal items discreetly. With a “Made 2 Mode” seam design that allows athletes to move with ease, the hoodie provides athletes with a bold and modern aesthetic look.
Michael Krapohl, adidas Senior Product Manager of adidas Athletics commented,
“Our athletes compete in front of huge, passionate crowds, and need to maintain their focus under immense pressure. A lack of focus can be the difference between winning or losing. We designed the adidas Z.N.E. Hoodie to allow athletes of all sports to tune in to their pre-game strategies and personal rituals, and to centre themselves ready for the challenge ahead. Aesthetically, we are passionate about creating products with the finest crafted details and a sleek, athletic look.”
With strong support from world renowned athletes from all sports such as La Liga superstar Gareth Bale, NBA stars Andrew Wiggins and Joakim Noah, and global ambassadors Tori Bowie, James Harden, Ana Ivanovic and Coco Shillin, adidas Athletics will launch on Saturday, 10 September 2016 with the centrepiece of its collection - the adidas Z.N.E hoodie.
The adidas Z.N.E. Hoodie is available at a recommended retail price of €90. To learn more, visit adidas.com/athletics_zne. Follow @adidas on Twitter and Instagram and use the hashtag #findfocus to join the conversation.
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