NEW YORK — Adidas is hoping to further its reach with women by launching a new capsule collection that is centered around the sports bra.
The Germany-based sports brand on Tuesday introduced the limited-edition Statement Collection, which features a print inspired by Stella McCartney and ambassadors Karlie Kloss, Hannah Bronfman, Shay Mitchell, Dua Lipa and Garbine Muguruza in the marketing campaign.
In an event here Tuesday morning, Kloss — wearing a big, shiny diamond ring from new husband, Josh Kushner — joined Bronfman and Adidas executives in a panel discussion to talk about the research that went into the creation of the 23-piece offering.
Katie Becker, senior design director for Adidas Training and Athletics, said the collection was created after “extensive research on breast movement” and hours of feedback from the brand’s ambassadors. “We can talk about sports bras for hours on end,” said Kloss who considers herself “a versatile athlete” with a busy life that requires a lot of multitasking and a wardrobe that can work in many different occasions.
Although Adidas has offered sports bras in the past, this collection was “reworked and recrafted,” Becker said, and is the start of a new initiative to “reintroduce how Adidas does bras.”
The Statement Collection features three models: All Me ($50) for low support and smaller cut sizes; Don’t Rest ($45), a mid-level compression bra for cup sizes up to a C, and Stronger For It ($60), a high-level support model with adjustable and convertible straps. The bras are complemented by tights ($65-$70), jackets, T-shirts, footwear ($100) and accessories in floral camo and geometric prints that are designed to take women from the gym to lunch to a meeting.
Pascha Naderi-Nejad, senior director for Adidas Training, said the collection is centered around the specific body type and workout routine of the female athlete. In order to help women choose the right size, Adidas has installed fit stations in its New York City and Los Angeles stores and is in the midst of rolling out the initiative to all units.
Naderi-Nejad said that 80 percent of women actually wear the wrong size bra and this service is intended to rectify that problem.
And it’s also intended to further Adidas’s reach with women. “For North America, that’s one of our key priorities,” she said. “It’s seen as a growth driver for us and we have a very ambitious, strategic business plan.” She said encouraging women to be involved in sports is also “the right thing to do. It builds confidence and helps create future business leaders. We’re very committed to it.”
As a limited edition, the Statement Collection will be offered until it is sold out. The line launched on the Adidas web site on Tuesday and will be offered in stores beginning Nov. 1. The company also created an immersive experiential shop in SoHo that will be open to the public Tuesday from 6 p.m. to 10 p.m.