Adidas ‘Reimagines’ Sport With New Size-Inclusive Women’s Collection
By Christopher Hall
Adidas has taken a step forward with an all-new collection of women’s sportswear designed for the modern female athlete and whatever she’s doing to get her body moving.
Bolstered by its “Reimagine Sport” campaign, featuring some of the brand’s female sponsors, including yoga expert Jessamyn Stanley and world champion skier Mikaela Shiffrin, Adidas said it wants to start the new year off by discarding old stereotypes involving sportswear and body image.
Instead, the brand wants women to define sport on their own terms.
“Women today are redefining what sport means to them, from dance, skiing, aerial yoga to skateboarding, women are doing it all,” Aimee Arana, general manager of global training at Adidas, said. “Movement is sport and it is about getting out and enjoying what sport can do for your body and mind. This collection was made for them. We are inviting women to get out there and play their way.”
In order to make good on that invite, Adidas has released a wide-ranging collection of performance apparel and sport-inspired lifestyle pieces. Activewear with a focus on style will mix interchangeably with lifestyle pieces “from high-performance tights to statement tracksuits,” all designed to give women the ability to move freely without sacrificing style.
The collection will also include several size-inclusive activewear options for both of the new products making their way into the collection, the Ultimate Bra and The Believe This 2.0 Tight.
The Ultimate Bra is a sports bra available in cup sizes A through G (A through H in the U.S.) and comes with underband sizes from 30 to 48. The collection’s signature tights will feature a new waistband design for a tighter, more secure fit and is available in sizes 2XS to 4X.
“Sport to me is anything that gets your body moving, all humans are like that. We just need to move our bodies,” Stanley said of the collection. “All of us can get into a space of trying to put ourselves into molds for other people, for society. More than anything I would just like to be authentic, because that will inspire other people to do the same thing.”
The collection dropped on Friday and is currently available through Adidas’ global retail and e-commerce channels. More drops are expected throughout the season. Prices start at 25 euro ($27.90).