No more grumpy looking sweatshirts and pants to dwell in; for all sports lovers would be astounded to see the evolving trend in athlete wear, commenced by Adidas. Grabbing hold of the lucrative women’s active wear market of US, Adidas has recently launched a phenomenal clothing line named Adigirl for the fashionable and versatile Athletes. It was launched in the last week of July 2015 in NY city. The concept imbibes traditional functionality of sportswear, while bordering on street style, designs that compliment the spirit of the teen athlete, who go about their training routines in zest.
Adigirl depicts a dynamic image if teen who is hardworking and ready for action. It is designed for her demanding lifestyle that calls for merging sports and style for an over all performance. The apparel is a conceptualization of multi-faceted, unique teen in street style. The collection has a wide assortment of garments such as thighs, sweatshirts, shorts and jackets, all provide the trademark for and function of Adidas apparels. The cloths are breathable and lightweight, fabricated using Adidas’ performance wear ‘Climacool’ and ‘Climalite’.
According to Katie Becker, Senior Director for Adidas Training and Sportswear, “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. We brought a fashion element to the design process that adds a fresh look and style that is unique to the Adigirl collection.” Kate Ridley, Vice President of Adidas Training mentioned “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.” Currently, Adigirl is in full fledged with its dynamic, colour saturated marketing campaign with in-store, digital and social components, as well as grassroots consumer events.