Adidas is expanding its women’s training category with two new lines.
Adilibria — a complete collection of sports performance products that includes apparel, accessories and footwear for running, yoga, tennis and gym — will be the company’s highest-end women’s performance line.
Adilibria, the German athletic giant’s primary push in the U.S., hit 1,300 department stores worldwide last Friday. With prices second only to the Adidas by Stella McCartney line, Adilibria’s prices range from $38 to $60, and will go up to $90 for outwear in 2007.
Fuse, a dance-inspired line, will make its debut worldwide in October, but for the initial launch, it will enjoy an ultra-exclusive presence in the U.S. A limited selection of Fuse products will be available at 10 Adidas Sports Performance concept stores domestically. Retail prices start around $30 for accessories and climb to $150 for footwear.
The common theme of the two new lines is their fusion of performance, on which Adidas has built its reputation, and design, which female customers are demanding, according to Franziska Horstmann, senior product manager for Adidas Women.
“Today’s woman really is interested and well-informed about trends, and she is expecting from us already to have the technology there,” Horstmann said. “We have to have the best performance product, but we are not going to give up on any design features. These lines bring in a fashion-inspired wave of product, inspired by our Adidas by Stella McCartney line.”
Adilibria employs softness — in color, fabric and cut — that Adidas has not used in the past, Horstmann said. The line features a feminine color palette, with pale peach tones and light grays, and light fabrics that employ ClimaCool, ClimaWarm and ClimaLite technologies to manage heat and moisture. Pieces feature golden Adidas trim, and the company is putting its team of female athletes — Elena Isinbayeva, Allyson Felix, Ana Ivanovic and Gro Hammerseng — behind the line.
Today’s active female wants to buy coordinated workout apparel at once, Horstmann explained. To address that need, Adilibria is providing all levels of product for all types of sport. Horstmann said this “horizontal integration” forms the model other Adidas lines will start to follow.
This story first appeared in the August 21, 2006 issue of WWD. Subscribe Today.
Fuse offers casual, sporty apparel, footwear and accessories in soft materials such as cotton and spandex to pay tribute to dance, while allowing freedom of movement. The collection has unexpected silhouettes: tight, cropped tops with baggy bottoms — a contrast to the fuller tops and skinny legs seen widely this fall. The pieces spotlight details from printed logos and draw cords to kangaroo pockets, and the color story blends dark ocean blue with soft pink and gray heather.