German sportswear designer Adidas (ADDDF) is known for its high-profile collaborations, both on and off the pitch.
It boasts partnerships with superstars like Liverpool's Mo Salah, the NBA's James Harden and Steph Curry, former footballer David Beckham and PSG's Lionel Messi.
It's also had partnerships with various celebrities -- to varying degrees of success. One may recall Adidas's longstanding deal with the infamous rapper Kanye West (who now goes by Ye). The deal was lucrative for both parties -- estimated at around $1.5 billion at the height of its popularity. But the company parted ways with Ye following a slew of antisemitic and other problematic comments he made in late 2022.
Now, however, Adidas is looking to put its problematic partnerships behind it and, for the first time in years, place a younger, less controversial face on labels.
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Adidas's New Partnership Is Its First in 50 Years
Adidas is selective about the people it collaborates with. It boasts international appeal -- hence its partnerships with internationally renowned faces like Messi and Beckham. Its archrival, the U.S. athletic-apparel company Nike (NKE), tends to loop in more familiarly stateside names, including Michael Jordan, Russel Wilson and Chris Paul.
Now, Adidas is looking to expand further into athleisure, a trend particularly popular among a younger generation that may work from home or simply view sweatpants and biker shorts as chic.
Which is why the sportswear giant tapped the actress and producer Jenna Ortega, 20, as the face of its new label, Adidas Sportswear.
Adidas calls Ortega "a true reflection and champion of individualism and versatility," who will be the perfect face for its latest line of track suits and other trendy streetwear.
"The way I express myself, whether this is vocally or aesthetically, is something I personally put a lot of energy into as I know how much power it can have in inspiring others," Ortega said of the line.
"Embracing all that I am and all that I stand for continues to be a journey and through new experiences, I am learning and discovering more sides to myself. I am huge advocate of expressing all your different pursuits, passions, and traits, whether that is through what you do, what you wear or what you champion – which is why I was so excited to work with adidas on this new label."
Adidas Sportswear Will Target Young Athletes, Fashion Icons
The new line will launch on Feb. 8 online and includes several spring 2023 staples, including the Tiro Suit Collection, which Adidas describes as an "iconic tracksuit silhouette with a deep heritage in football."
The collection will also feature Avryn shoes, made with recycled materials and its signature three stripe design; a "silk-like striped" dress, and the Express Jersey, also "inspired by a 90’s football aesthetic."
Since Adidas is harking back to its vintage football days, it tapped famed Tottenham Hotspur forward and South Korean national team legend Son Heung-min as a face of the collection, too.
"Whilst my day-to-day focus is shaped around my performance on the football pitch, whether that is for my club or country, I also love to spend time enjoying my other hobbies," Son said of the collection.
"Whether that’s gaming, fashion or music, each of these allow me to keep a fresh mindset, helping me maintain my competitive edge. These different areas of my life also mean I need wardrobe staples with versatility, which is why I am such a big fan of adidas’ new label, Sportswear – it really is the perfect blend of sport, style and comfort!"
Others tapped to promote the brand include pro basketballer Trae Young, Women's Super League forward Mary Fowler and gamer Carolina Voltan.
