Lifelong brands make constant efforts to attract the attention of the new generations. Whether they are signatures of luxury fashion or sportswear brands, all want to attract the youngest. But, to achieve this, it is essential to innovate, reinvent yourself. “A classic style in the process of (re)creation. Sports icons reinvented for you”. This is the motto of the new collection of the sports brand Adidas, with which it intends to get closer to its younger audience.
This new collection moves away from the traditional tracksuit, trying to create fresh garments more adapted to current fashion. For this, the brand has decided to reuse its most classic designs, looking for the vintage aesthetic How fashionable has it been in recent years? The garments are not only designed exclusively for sports, as they are also intended to be made a hole in urban fashion from day to day.
One of the main objectives for which the German company has opted for this new brand is to get closer to the generation Z. And to achieve this, he has opted to make one of the most representative ‘celebrities’ of this generation an ambassador: the actress Jenna Ortegaprotagonist of Wednesday. In addition to her work as an actress, Ortega play football and practice yogawhich makes it the ideal ambassador of Adidas sports outfits.
The collection is based on trending colors like purple and pink, and in lines of unisex style. It has two main parts: AVRYN, a line of shoes made from recycled materials, and Tiro Sportswear, a collection with a strong influence from the soccer designs more retro and with the three iconic stripes of the brand. Sweatshirts, hats, fanny packs, jackets or pants are some of the items that make it up.
And how do you combine a sports garment with a more casual one? Well, you only have to look at Jenna’s ad to find out. The actress, in one of her alter-egos that appear in the ‘spot’, wears an Adidas sports tracksuit over a gold mesh crop top.
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