Adidas unveiled the Adigirl collection, a new apparel line designed specifically for the teen athlete. The line is being sold exclusively at Dick’s Sporting Goods as well as Adidas Sport Performance stores.
The Adigirl Collection draws inspiration from five team sports: basketball, volleyball, track, softball and soccer. It features the same technologies found in its other Sport Performance products, while addressing the needs of each sport and stylistic wants of the athletic teen.
Bold color is a key component to the Adigirl aesthetic, with a palette that includes bright reds, deep purples, multiple shades of blue and floral prints, in addition to the always essential shades of concrete grey and black.
Equally important is the collection’s focus on function. Windbreakers with slit-open, center back seams offer cooling ventilation while the backs of sleeveless tee’s reveal rows of circular cut-outs– a punk touch “that keeps the Adigirl athlete cool in both senses of the word.”
As part of the launch, Adigirl will be introduced with a color saturated marketing campaign with in-store, digital and social components, as well as grassroots consumer events.
“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,” said Katie Becker, senior design director, 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.”
In partnership with leading omnichannel sporting goods retailer, Dick’s Sporting Goods, Adigirl’s midsummer 2015 introduction coincides with the back-to-school shopping season and will launch to consumers through a series of in-store marketing activations and a special launch event at the Dulles Town Center, 21070 Dulles Town Cir. Dulles, VA, in the Washington D.C. area.
“We are thrilled with the Adigirl line and how it came to life in our stores,” said Kate Boyce, VP and DMM, Dick's Sporting Goods. “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.”
