Adidas targets teen girls with new collection

Sportswear giant Adidas has launched its first collection
designed specifically for sporty teenage girls, Adigirl, as it looks to
make female athletes a priority.

The Adigirl collection has been designed with high school-aged female
athletes in mind and combines technical performance attributed with street
style detailing and draws inspiration from five team sports – basketball,
volleyball, athletics, softball and football.

“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,” explains Katie Becker, senior design director for
Adidas training and sportswear. “We brought a fashion element to the design
process that adds a fresh look and style that is unique to the Adigirl
Collection.”

Bold colour is a key component of the Adigirl aesthetic, with the debut
collection featuring a colour palette of bright reds, deep purple, multiple
shades of blue, as well as floral prints, in addition to get and black. The
collection is varied featuring windbreakers with slit-open, centre back
seams for ventilation, sleeveless T-shirts with circular cut-outs, as well
as oversized mesh, ‘boy-style’ basketball style sorts, floral print tights,
and ‘team’ jersey-style tops.

Specific on-court styles include sports bras, T-shirts and shorts, while
off-court items include fleece trousers, graphic T-shirts, jackets and
hoodies, with most pieces benefiting from Adidas performance attributes
including Climacool and Climalite, offering the breathable, lightweight
comfort.

Adidas launches Adigirl Collection targeting teenage girls

Commenting on the launch, Kate Ridley, vice president of Adidas
training, adding: “The Adigirl is an athlete at her core but we have to
acknowledge the powerful, multi-faceted teen that she is. This collection
intends to address the needs of her demanding lifestyle, uniting sport with
style.

”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.”

The collection, which ranges in price from 25 dollars for the 3-stripe
sports bra to 90 dollars for the woven fleece jacket, is available now on
adidas.com and at Dick’s Sporting Goods, its primary retail partner, and
the Adigirl collection can be found in 200 of its stores as well as on its
website, dicksportinggoods.com.

Kate Boyce, VP-DMM, Dick’s Sporting Goods, commented: “We are thrilled
with the Adigirl line and how it came to life in our stores. It speaks to
the teen girl in a new way – unique from our current assortment – which is
why we’re excited to be the exclusive big box retailer to launch The
Adigirl Collection.”

To accompany the launch, Adidas has introduced a marketing campaign with
in-store, digital and social components, as well as grassroots consumer
events. The campaign images feature real teenage girls as they go about
their day-to-day training routines with their friends accompanied by
sayings like, “My Runway” paired with a track, and “My Walk-In Closet”
matched with a weights room.

Images: Adigirl Collection

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