The brand tapped some of its standout stars, including Minnesota Timberwolves guard-forward Andrew Wiggins and Rio Olympics track athlete Tori Bowie, to talk about getting hyped ahead of a competition and also launch the new Adidas Athletics collection.
“I focus in and don’t think of anybody else,” said Wiggins. “I have my music, focus in and I get taped and go to pregame workouts and just focus on getting loose for the game and look at the task ahead.”
The athletes helped Adidas introduce its new category, which blends fashion and performance to better suit an athleisure shopper. The brand introduced its new collection in New York at Skylight Clarkson Square on Tuesday night.
The styling of the Athletics line aims to help players stay in the zone on and off the field, said Adidas training executives. The signature piece of the launch is an Adidas ZNE (Zero Negative Energy) hoodie, which lands in stores on Sept. 7 for $100.
“There’s a lot of noise, a lot of distractions — I’m just trying to stay in my bubble, stay focused on things on the court,” said newly minted New York Knicks player Joakim Noah. “I’m just excited to be playing in [Madison Square] Garden, trying to stay in my zone, stay in my hoodie.”
Bowie, for her part, said it was going back to her roots. “I just try to zone out and everybody and everything and get my mind, like I’m back in training,” said Bowie. The track and field star took home a few medals at the Rio Games, including gold for the women’s 100-meter relay.
The collaboration with the athletes and influencers has been a key area for Adidas, which hopes the stars of its new Athletics launch will help drive shoppers to pick up items from the collection.