Adidas kicks off 2020 by inviting the world to reimagine sport, challenging old stereotypes and celebrating movement of all kinds. Inspired by the belief that sport has evolved, the brand’s new Spring/Summer 20 collection asks its community of women to define what sport means to them.
The versatile collection features both performance and streetwear, with each piece created to inspire the athlete in all women, however they choose to play. It introduces style-focused activewear alongside iconic lifestyle looks; from high-performance tights to statement tracksuits.
Leading the way in celebration of sport in all its forms are body positive yoga expert, wellness entrepreneur and author, Jessamyn Stanley; world champion skier, Mikaela Shiffrin; yoga and meditation teacher, mother and author, Mae Yoshikawa; world champion, Paralympic medalist and motivational speaker, Denise Schindler; entrepreneur, writer, self-love advocate and versatile athlete, Chinae Alexander; social entrepreneur, activist, author, student and dancer, Nadya Okamoto; and psychologist, body positive activist and marathon runner, Jada Sezer. In the adidas Reimagine Sport campaign ,each woman explores her own definition of sport and the role it plays in her life.
Jessamyn says: “Sport to me is anything that gets your body moving, all humans are like that. We just need to move our bodies.”
“All of us can get into a space of trying to put ourselves into moulds 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.”
Aimee Arana, General Manager of Global Training at adidas, says: “Women today are redefining what sport means to them, from dance, skiing, aerial yoga to skateboarding, women are doing it all. 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.”
As the latest step in adidas’ commitment to creating products to enable all women, the collection features a number of pieces available in inclusive sizing, including the brand’s next generation bra and tight silhouettes:
The first drop of the SS20 collection is available now globally at adidas stores and at adidas.com/reimagine_sport with additional pieces launching throughout the season. From €25.
Courtesy: Adidas
Bangladesh and the Netherlands have signed MoU to strengthen cooperation in the circular economy, with a particular focus on ready-made…
UMass Lowell has joined FutureTEX, a 10-year U.S. Department of War initiative to modernize textile manufacturing for defence and domestic…
Untuckit is entering the competitive denim market with the launch of its first collection of men’s jeans.
AGY’s S2 Glass fibre is being used by Indiana-based Terra Supreme Battery (TSB) in the composite grids of its new…
Novonesis has launched DeniBrite, a new biobleaching platform for denim that brings together its existing enzyme-based bleaching solutions.
The government has introduced initiatives to encourage textile recycling, the use of new recycling technologies and more sustainable manufacturing practices.