Adidas Launches New Label to Recoup Losses from Yeezy Breakup — Retail Bum

German sportswear giant adidas has launched its first new label in 50 years called adidas Sportswear.

The launch of the product line follows adidas’ decision to revoke its deal with Yeezy after founder Ye posted antisemitic comments on Twitter. The decision came at a hefty cost, resulting in a $246.5 million hit to the company’s profit last year.

It also seems to have pushed the company to debut new products and partnerships that can help it build new revenue streams.

Its latest adidas Sportswear line is one such example. The line, which will be unveiled online on Thursday this week, features the Tiro Suit Collection of tracksuits, the Avryn shoe, the Express Dress, the Express Jersey, and the Coach Jacket.

“Expertly blending sport silhouettes with fresh detailing, adidas Sportswear brings together adidas’ latest performance technologies and comfort-first looks to elevate the wearers’ everyday style,” said Senior Designer of Adidas Sportswear Jasmin Bynoe. “Offering a range of pieces that can be used as a blank canvas for each wearer to pair and style as they see fit, we paid close attention to incorporating specific cutlines, colorways, and stripped-back design details so that the collection works no matter what the wearer’s day looks like.”

The company has signed actress Jenna Ortega as the new brand ambassador for the adidas Sportswear line, as well as basketball player Trae Young, Women’s Super League forward Mary Fowler, renowned gamer Carolina Voltan and Premier League current golden boot holder Son Heung-min.

Originally published at https://retailbum.com on February 7, 2023.