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BRAND STRATEGY

Adidas targets Gen Z consumers with its first new label in 50 years

By our News Team | 2023

Long-established sports brand launches ‘Adidas Sportswear’ line to take on Nike for a bigger share of the global Generation Z audience.

In another example of how Gen Z consumers are influencing the marketing narrative globally, sports brand Adidas is this week launching its first new label in 50 years to target this fashion-conscious cohort. 

According to the German-based company, which has been a sporting equipment and apparel powerhouse since the 1950s, its latest ‘Adidas Sportswear’ line is designed to complement the brand’s existing ‘Performance’ and ‘Originals’ offerings.

Brand Strategy

Spurs and South Korean footballer Son Heung-min is among the Adidas partners involved in the launch of the new brand. Photo courtesy of Adidas

In doing so, it is taking on American-based Nike for a more lucrative share of the growing Gen Z market and ultimately wants to be their brand of choice in this segment. 

Adidas says it aims to enhance “the wearer’s everyday look with the same cutting-edge performance technology that has been used by the brand’s athletes for decades”. The new collection includes soccer jerseys, tracksuits and dresses for everyday wear.

Interestingly, the launch of the Sportswear line comes just months after Adidas ended its collaboration with celebrity Kanye West and his Yeezy brand, which is said to have brought in up to US$2-billion annually and was very popular with the Gen Z audience.

Adidas cut ties with West over anti-Jewish statements

However, West became increasingly controversial in his public stance and comments. In October last year, Adidas finally cut its ties with him over his anti-Jewish social media statements.

But this decision placed Adidas even further behind Nike in efforts to attract Gen Zeders.

“Nike is frequently ranked as the top sportswear brand among teen shoppers,” the publication Business Insider commented. “It made the top place for the 12th year running in Piper Sandler’s semi-annual ‘Taking Stock with Teens’ report in 2022, which surveyed 14,500 teens about their brand preferences. 

“In the most recent release of the report, 31% of teens said Nike is their favourite brand, while just 3% picked Adidas.”

The publication added that Gen Z “is becoming a more important consumer group in retail as this age group enters the workforce and their spending power increases. As a result, brands have become more aggressive in targeting these shoppers”.

Adidas has signed young American actress Jenna Ortega as its new brand ambassador for the range. It is also involving other Adidas partners such as Tottenham Hotspur and South Korean football star Son Heung-min, basketball player Trae Young, female soccer player Mary Fowler, and gamer Carolina Voltan.

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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.