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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