Adidas targets teen girls with new collection

Sportswear giant Adidas has launched its first collection designed specifically for sporty teenage girls, Adigirl, as it looks to make female athletes a priority.

The Adigirl collection has been designed with high school-aged female athletes in mind and combines technical performance attributed with street style detailing and draws inspiration from five team sports - basketball, volleyball, athletics, softball and football.

“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,” explains Katie Becker, senior design director for 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.”

Bold colour is a key component of the Adigirl aesthetic, with the debut collection featuring a colour palette of bright reds, deep purple, multiple shades of blue, as well as floral prints, in addition to get and black. The collection is varied featuring windbreakers with slit-open, centre back seams for ventilation, sleeveless T-shirts with circular cut-outs, as well as oversized mesh, ‘boy-style’ basketball style sorts, floral print tights, and ‘team’ jersey-style tops.

Specific on-court styles include sports bras, T-shirts and shorts, while off-court items include fleece trousers, graphic T-shirts, jackets and hoodies, with most pieces benefiting from Adidas performance attributes including Climacool and Climalite, offering the breathable, lightweight comfort.

Adidas launches Adigirl Collection targeting teenage girls

Commenting on the launch, Kate Ridley, vice president of Adidas training, adding: "The Adigirl is an athlete at her core but we have to acknowledge the powerful, multi-faceted teen that she is. This collection intends to address the needs of her demanding lifestyle, uniting sport with style.

”The launch of this collection is a part of our ongoing dedication to the female athlete and the way we both speak and create product specifically with her in mind.”

The collection, which ranges in price from 25 dollars for the 3-stripe sports bra to 90 dollars for the woven fleece jacket, is available now on adidas.com and at Dick’s Sporting Goods, its primary retail partner, and the Adigirl collection can be found in 200 of its stores as well as on its website, dicksportinggoods.com.

Kate Boyce, VP-DMM, Dick’s Sporting Goods, commented: “We are thrilled with the Adigirl line and how it came to life in our stores. 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.”

To accompany the launch, Adidas has introduced a marketing campaign with in-store, digital and social components, as well as grassroots consumer events. The campaign images feature real teenage girls as they go about their day-to-day training routines with their friends accompanied by sayings like, “My Runway” paired with a track, and “My Walk-In Closet” matched with a weights room.

Images: Adigirl Collection