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Sportswear Capsule 2022
Born from sport with comfort at its core, today, adidas drops an all-new sportswear capsule. The collection is inspired by the way the next generation continues to turn tradition on its head with how they move through the world, opting for a fresh comfort-first mindset and rejecting old-world pressures. To get closer to this mindset, adidas reached out to uncover more about the rise of the cosy fit. Nine in ten believe the clothes they wear impact how mentally comfortable they feel, and over three quarters say they are more likely to thrive in multiple aspects of life when rooted in a true feeling of comfort. With this in mind, adidas’ sportswear capsule is built for next-level comfort both at home and on the streets with a full collection of casual, stylish fits for both men and women. Fronted by a raft of next generation trailblazers, including global award-winning actress Hoyeon, US gymnast sensation Nia Dennis, American football superstar Tua Tagavailoa, and Chinese national sprinting champion Xie Zhenye, the campaign reveals how choosing comfort in mind and body has given them confidence, more internal headspace, and the ability to embrace any challenges within their journey of progress. Delving deeper, adidas also found that three-quarters believe the feeling of comfort helps them be more ambitious as well as pursue causes they care about, whilst over half say their confidence is boosted when wearing comfortable apparel. In China, comfortable clothes are related more to life success and achievements, whereas in Japan, the community believes in being able to express themselves better. Meanwhile, in the UK and US, relaxed apparel relates to feeling more comfortable within themselves. Inspired by these collective insights, the all-new capsule features a selection of versatile pieces that offer a minimalist aesthetic 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 level up their everyday sport streetwear style whilst remaining cosy throughout the day. Credits Jo Aberg, Vice President Design at adidas Rob Lee, Vice President Brand Expression at adidas Vitreous World, research
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