Adidas believe that sport is everyone’s game – regardless of age, socio-economic and cultural background or sporting ability.
And today adidas are announcing their long-term campaign ‘Watch Us Move’ focused on supporting and celebrating women.
And so today as part of the initiative, adidas will release a roadmap of product innovations over the course of 2021 and beyond that keeps her moving – from performance tights that help her stay in play during her period to modesty swimwear and more
WE SPOKE WITH WOMEN AROUND THE WORLD ABOUT WHAT’S MISSING AND WHAT WE CAN DO BETTER, WHICH WAS VITAL IN UNDERSTANDING THE NEEDS OF UNDERREPRESENTED COMMUNITIES; THOSE THAT DON’T RECOGNISE THEMSELVES WITHIN THE TRADITIONAL SPACES OF SPORT AND WELLNESS.
Aimee Arana, General Manager, Global Training.
Formotion is the first of these new product collections to be released and is adidas’s most supportive activewear to-date.
Created by an all-female design and development team, the collection was designed based off of three key insights: feedback from our global athletic community highlighting the need for a feeling of support, comfort and confidence; data conducted from body mapping and motion research; and technologies used in shapewear industry.
WITH THIS COLLECTION, WE WANTED TO MAKE WOMEN FEEL SECURE AND STRONG, YET COMFORTABLE – LIBERATING, RATHER THAN RESTRICTING, GIVING CONFIDENCE THROUGH EVERY MOVE, FROM DEADLIFTING TO BARRE.
Josephine Aberg, VP of Design
© adidas
The activewear collection uses engineered knit technology, anchored around new graded zonal compression.
Crafted to the female body, the smart, strategic placement of compression zones of varying intensities around the waist and hips helps to sculpt and support, whilst high-stretch knit used in other places enables freedom to move without restriction in high-impact conditions.
Additional performance innovations include the adidas Aeroready fabric which helps keep the body dry and comfortable, as well as PRIMEGREEN, the series of high-performance recycled materials developed as part of our ambition to end plastic waste.
Garments made with PRIMEGREEN use a minimum of 40% recycled content.
Available at www.adidas.com/formotion and in select stores globally from March 4th (varying amongst countries) in sizes XXXS – 4X.