With its new Sportswear collection, where comfort comes to the fore, adidas is inspired by the priority of comfort of the new generation. They prefer this comfort in the new generation street style, which is seen to be more ambitious and effective when they feel comfortable.

The campaign, which also includes Hoyeon, Nia Dennis, Tua Tagavailoa and Xie Zhenye, aims to provide maximum comfort both at home and on the street. The names involved in the project also emphasize the importance of comfort in their lives. It emphasizes the confidence given by the peace of mind and body, and the power to cope with difficulties more quickly.

Adidas Vice President of Design, Jo Aberg, said, “The days when keeping with tradition was the norm are gone. Instead, we see the rise of a comfort-first mindset among future generations, and a consensus on how feeling comfortable makes them more successful. We also know that when it comes to self-confidence, being comfortable with who they are and what they’re wearing has a huge impact on their lives. With this source of inspiration, our new capsule collection combines comfort with style and serves the next generation as it advances its culture and advances the world for its own purposes.” He describes the collection in his words.

One of the faces of the campaign, Hoyeon said, “Choosing comfort creates a big change in many areas of life. Whether I take a moment to relax on set and feel comfortable before the next shoot, I choose looks that give an inner confidence and comfort to my own skin. This mindset and approach continues to help me evolve. This is in large part why I am so interested in adidas’ new capsule and feel so aligned with the message it inspires. The pieces truly capture the beauty and balance between minimalist design, comfortable fit and stylish aesthetics. The signature piece for me is the corduroy dress with fine details that highlights its simplicity and gives it a fresh everyday look.”

Xie Zhenye shared: He supported me in many career moments while performing on big sports stages. It helped me relieve inner pressure and gave me additional confidence, and encouraged me to break records.

You can check out the collection that brings daily sports and street wear style to the next level here.

TAGS: ADIDAS, SPORTSWEAR, XIE ZHENYE, TUA TAGAVAILOA,