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Tag: Adidas

  • Adidas creates the world’s first ‘Female Field’

    Adidas creates the world’s first ‘Female Field’

    Mumbai: In the Arab world, many young Arab girls from conventional families grow up believing that sports are not for them. This belief stems from the notion in traditional Middle Eastern society that sports are more suitable for boys and men. Sadly, this mindset has led to a startling statistic: an average of 73 per cent of young Arab girls give up playing sports by the age of 14.

    To challenge this status quo and raise awareness about the transformative impact of sports on women and girls, adidas has pioneered the world’s first “Female Field.” This innovative concept stems from a fundamental insight: in the Arabic language, most words associated with sports are female in gender. For instance, words like “ball,” “run,” “kick,” “jump,” “goal,” “shoot,” “pass,” and even the word “sport” itself are all considered feminine due to the ending letter, called the “Ta’Marbuta.” This letter, written as a circle with two dots on top, imparts feminine gender to Arabic words.

    Drawing inspiration from this linguistic feature, adidas incorporated the “Ta’Marbuta” into the design of a football pitch. Just as this letter gives gender to words, it gave gender to the pitch, making it distinctly female. By adding two dots above the center circle, traditionally found on playing fields, adidas created a visible reminder that women belong in the world of sports just as much as men, sparking conversations about the importance of supporting women in sports. This simple yet powerful idea emphasizes representation and encourages society to see things from a female perspective.

    The Female Field initiative was launched in collaboration with Onyx FC, the UAE’s first and only owned and operated football team, as part of their inclusion in the adidas family. The goal of this partnership is to embody the team’s ethos: empowering girls to pursue their sports dreams and giving them the confidence to step onto the field.

    Soon enough, countless replicas popped up across Dubai, not just on football fields, but basketball courts, beach football pitches, even Ice Hockey rinks were among the many being turned into Female Fields.

  • Adidas unveils home and away its for UEFA Euro 2024

    Adidas unveils home and away its for UEFA Euro 2024

    Mumbai: Ahead of UEFA Euro 2024, adidas today unveils the latest series of technical performance kits for seven of its biggest federations. Belgium, Germany, Hungary, Italy, Scotland, Spain, and Wales receive reimagined home and away designs – uniting fans and players via celebrations of both traditional and modern identity, as teams compete for the coveted Henri Delaunay Cup.

    Each of the jerseys are built to inspire a sense of pride and belonging, blending traditional elements, with modern style to create something truly new for this next generation of players. Building on the canvas of the jersey – a symbol of hope and unity – the adidas design team focused on delivering something that gives an unexpected, and fresh perspective from what has come before, while remaining respectful and true to their football heritage.

    These concepts are explored in varying ways throughout the collection, including:

    ●    Fresh application of national colours and exploration into new bolder hues – for example, the rarely seen ‘Tricolore’ for Italy’s home and away shirts, and a vibrant never-before seen colour scheme for Germany’s away kit

    ●    Recoding traditional patterns and applying them in fresh ways. This includes a modern interpretation of tartan in the Scotland shirt, and patterns reflecting the carnation – the national flower – which adorn the base of Spain’s home and away kits

    ●    Introducing fresh symbols to traditional federation wear, such as the Belgium away kit which celebrates the nation’s rich art and design culture, specifically cartoonist, Hergé, and the comic character he is famously known for; Tintin. Inspired by Tintin’s iconic outfit, a royal nod is found on the back of the collar with a golden crown that glimmers against a bright blue backdrop

    ●    Across the collection, a blend of dynamic shapes and colours express the jubilation and hope that fans and players share ahead of, and during, a major tournament

    adidas VP- Product and Design Sam Handy said, ‘The national shirt is the visual symbol that binds a nation together, as its team looks to deliver moments for fans that will last a lifetime. With this, the shirt represents so much more than sport – it represents unity, it represents a passion that connects us, and it represents an identity that is celebrated at its highest during an international tournament. We bind this emotion and energy by nodding to the intrinsic DNA of each federation, topped with bold new looks, which fans can wear proudly, both in the stands and on the streets this summer’.”

    Crafted for performance and to provide world class players with the confidence to play under pressure, the lightweight jerseys feature the latest in adidas technology and were created in close collaboration with each federation.

    Each jersey includes either HEAT.RDY technology, optimised to keep players feeling comfortable, or AEROREADY technology, sweat-wicking or absorbent materials that keep players feeling dry. Lighter crests and additional mesh panels are also applied, helping improve airflow and comfort, to help players focus on the game at hand. 

  • Adidas unites its biggest icons to help disarm negative pressure in sport through new global brand campaign

    Adidas unites its biggest icons to help disarm negative pressure in sport through new global brand campaign

    Mumbai: adidas unites its biggest sporting icons from across the world in its latest campaign, to create a positive rallying cry to help everyday athletes believe they can overcome pressure and achieve their possibilities in sport.

    The new global brand campaign is driven by feedback and insights from consumers around the world that for many people, negative pressure can affect their enjoyment of sport. To help address this over the course of the campaign, adidas will release a wide range of athlete stories, insights from experts and guidance materials – all designed to help athletes at any level to disarm pressure in sport.

    Alongside one of the biggest spectacles in the sporting calendar – the brand kicked off the campaign with a film featuring Pat Mahomes, Trinity Rodman, Lionel Messi, Linda Caicedo, Jude Bellingham, Anthony Edwards, Rohit Sharma, and the New Zealand Rugby All Blacks, dedicated to celebrating athletes dealing with pressure.

    Set against the timeless and iconic anthem, ‘Under Pressure’ by Queen ft. David Bowie, the new film spotlights everyday athletes experiencing the weight of expectation and what is possible when they silence its impact with the joyous rallying cry – ‘You Got This.’ The 90-second film climaxes with a tribute to adidas’ star-studded roster performing at the top of their game during some of their most high-stakes sporting moments.

    From Jude Bellingham scoring in his UEFA Champions League debut campaign for Real Madrid, to Emily Malewski flawlessly executing her beam dismount at the 2022 German Championships – each athlete showing how they handle pressure to help inspire everyday athletes to do the same.

    To bring to life how elite athletes manage pressure and to provide tangible guidance to all athletes, adidas has partnered with neuro11, a group of leading sport neuroscientists. By capturing brain readings from grassroots athletes, alongside elite adidas athletes – Emiliano Martinez, Ludvig Adberg, Nneka Ogwumike, Rose Zhang, and Stina Blackstenius – this part of the campaign shows the mechanics of how the world’s best overcome in-game pressure.

    Talking about pressure in his game, Rohit Sharma shared, “Challenges are part and parcel of an athlete’s life. These are opportunities to learn and grow. But converting challenges to opportunities takes a tremendous amount of will power and guts. You really need to push yourself and say, “You Got This.” I have had that attitude all my life and it has enabled me to manage pressure every time I am pushed out of my comfort zone.”

    Speaking on the new brand campaign, adidas global brand comms VP Florian Alt said, “In a year of unmissable sport, where our adidas family will undoubtedly inspire a new wave of athletes across the globe, we have created a campaign to help young players confront a universal barrier – pressure. Our new campaign is designed to help bring the joy back to sport and equip all athletes with a simple message; You got this.”

    The campaign will be complemented by an ongoing content series featuring athletes across a wide range of sports, as well as events and activations for consumers to take part in. A dedicated global multiplatform media investment will see the campaign reach consumers all over the world, including spectacular out-of-home executions in major cities and high relevance localisations.

  • adidas unveils Supernova revamp with advanced super-foam for daily runners

    adidas unveils Supernova revamp with advanced super-foam for daily runners

    Mumbai: adidas reveals the reimagined Supernova franchise with the first of three new silhouettes – Supernova Rise. Launching in a women’s and men’s specific last, the new running shoe is designed to deliver maximum comfort and help everyday runners be distraction-free.

    As per research conducted by adidas with 1,300 female runners, comfort is one of the most important criteria for everyday runners while selecting a running shoe.

    Built upon insights garnered over years of delivering performance-driven running shoes for athletes across levels, the new  Supernova silhouettes feature Dreamstrike, a new midsole foam that takes inspiration from Lightstrike Pro the midsole material utilised across the record-breaking Adizero franchise, but with an updated formula to offer unparalleled comfort and cushioning. To provide runners with comfort suited to their needs, the material forms the entirety of the midsole on  Supernova rise and  Supernova solution. However, on the  Supernova stride model, it is positioned in the forefoot region alongside an EVA compound midsole.

    In the  Supernova Rise and  Supernova solution models, the Dreamstrike midsole is complemented by a Support Rod System. Inspired by the physiology of the foot in motion, this new technology is embedded in the outsole to grant harmonized support, transition, and stability where it is needed. The Support Rod System in the Supernova solution slightly differs from that featured in the Supernova rise, with the two middle rods splinted together to offer additional support for runners who seek it. With both technologies working in tandem, Dreamstrike and the Support Rod System provide runners with a comfortable, yet well-supported running experience.

    Other key features include a comfortable heel fit which uses a combination of cushioning foam and soft textile designed for maximum comfort and support. The engineered sandwich mesh and expertly crafted details ensure that all runners’ needs are accommodated.  

    Inspired by nature and the energy of bioluminescence, sporting a dark base of black and aurora with semi-green spark detailing, the SUPERNOVA RISE is priced at Rs 14,999 and is available for purchase across select adidas stores and online, starting 01 December 2023. 

  • adidas, Arsenal and Maharishi collab to bring together authentic streetwear

    adidas, Arsenal and Maharishi collab to bring together authentic streetwear

    Mumbai: adidas and Arsenal have launched a limited-edition range with London fashion brand and streetwear giant, Maharishi. The collection brings together London-centric streetwear and adidas performance to one of London’s most iconic clubs.

    Combining the best in adidas pre-match and travel wear with Maharishi’s utilitarian aesthetic, Arsenal’s club identity is artfully blended in to create a unique and modern uniform, which also features an adidas GORE-TEX jacket and pant giving ultimate performance for active sports and lifestyles.

    The supporting campaign showcases Arsenal and Maharishi’s shared values of togetherness and community whether that’s at home, on the street or on the pitch. It features Arsenal players Declan Rice, Reiss Nelson, Emile Smith Rowe and Manuela Zinsberger.

    The collection, designed in collaboration between adidas and Maharishi, displays a bespoke camouflage pattern ‘DPM: Bonsai Dragon Scales’ inspired by the forthcoming Lunar Year of the Dragon.

    The range, which includes a pre-match jersey, anthem jacket, short and socks, as well as off pitch pieces including a hoodie, tee and pant, is designed in line with Maharishi’s use of powerful mythological creatures which exist throughout their collections and is combined with Arsenal’s rich heritage. The pieces are detailed with embroideries and prints celebrating the club icons of the cannon, and a new incarnation of the club mascot, Gunnersaurus.

    Reiss Nelson, who appears in the promotional campaign, said, “This range is the perfect mix of Arsenal, Maharishi and adidas – it looks fresh, and as a big fan of Maharishi I’m excited for the club to be linking up with brands that are authentically part of London’s culture. I know our supporters will really like this collaboration too.”

    Maharishi founder Hardy Blechman said, “As an Arsenal fan, it’s an absolute honor to collaborate on this range. It combines the very best in adidas performance, with the streetwear aesthetic of Maharishi. Since 1994 we’ve taken a pacifist approach to military-grade utilitarian design, representing camouflage as a symbol of nature and art, and it is something we’re proud to apply in the design of this adidas and Arsenal collection. We can’t wait to see it on the players, and hope it is well received by supporters.”

    The collection will be worn by both the men’s and women’s team from tomorrow, 28 October when Arsenal will warm up in the jersey and walk out in the jacket ahead of their Premier League game against Sheffield United at Emirates Stadium.

    The range will be extremely limited in quantity and available across adidas.com, https://www.adidas.co.in/arsenal, in-store, at Arsenal official club stores, Arsenal Direct, Maharishistore.com and selected retailers from today. For more information, follow @adidasfootball on Instagram and Twitter, or visit www.adidas.com, as well as www.arsenal.com.

  • adidas Originals & Ranveer Singh collab for a new campaign

    adidas Originals & Ranveer Singh collab for a new campaign

    Mumbai: adidas Originals, the pioneering sportswear brand for the streets launches a new campaign that cements the Trefoil as a cultural pioneer by teaming up with Bollywood superstar and cultural icon Ranveer Singh. Since it was first introduced to the world over 50 years ago, the Trefoil has lived a thousand lifetimes, trading feet with everyone, from athletes to cultural pioneers. Marking the arrival of a new era for the brand, in 2023, adidas Originals pays homage to those that have continued to transport its iconic signifier – the Trefoil – to the forefront of culture, over and over again, with a new global brand platform: “We Gave the World an Original. You Gave Us a Thousand Back.”

    From sport to skate, music, and fashion, Originals have always stood the test of time. Against the backdrop of three timeless ‘characters’ from the storied Three Stripes archive – the Superstar, the Gazelle, and the Samba, each of the three main global campaign films spotlights a different silhouette, as the narratives of the Trefoil’s history are interwoven with the ways in which these iconic styles, born in sport, have been embraced, reinterpreted, and absorbed into culture – time and time again. Featuring partners, collaborators, and friends of the brand that have helped to tell the story of the Trefoil the world over, superstar Ranveer Singh leads the campaign narrative for India alongside global counterparts Zinedine Zidane, David Beckham, Jenna Ortega, Pusha T to name a few.

    The film opens with superstar Ranveer Singh in a reflective mood as he says, “As far back as I remember, I have always wanted to be an actor”. This sets the tone for a heartfelt exploration of his journey of becoming an actor, and how the three stripes have always been a part of this journey. As he recollects nostalgic moments and shares his candid thoughts, he also emphasizes the importance of staying connected to one’s roots and never losing sight of where he came from, of always being an original. Through intimate camerawork that focuses on interesting techniques including fluid cinematography, movement, and close-up shots, the narrative takes viewers up close and personal with superstar Ranveer on his journey of truly becoming an Original.

    Three stripes. Three signature icons. Three films. A thousand originals. The latest adidas Originals brand campaign is a collection of timeless stories; retold for tomorrow.

  • adidas launches ‘3 Ka Dream’ campaign

    adidas launches ‘3 Ka Dream’ campaign

    Mumbai: Rooted in the belief ‘impossible is nothing’, adidas sets the stage for the ICC Men’s World Cup 2023 with its ‘3 Ka Dream’ campaign. A testament to the country’s unwavering support for team India, 3 Ka Dream gives words to over a billion Indian fans’ dream to see their team win a third ODI World Cup.

    With lyrics crafted to evoke a sense of unity, ‘3 Ka Dream’ serves as a rallying cry for cricket enthusiasts, igniting a sense of belief to achieve the dream. While the track is sung by the talented Indian rapper Raftaar, the film features cricket’s powerhouses – Rohit Sharma, Virat Kohli, Hardik Pandya, Shubman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj, and Kuldeep Yadav alongside passionate fans.

    A beautiful montage of emotions of both cricketers and fans, the film brings alive the unwavering hope that every fan holds, as they cheer for their beloved team to bring home the 3rd ODI World Cup. The campaign is an embodiment of adidas’ belief, where all it takes is passion to prove that Impossible Is Nothing.

    Speaking on the campaign launch, adidas India senior director Sunil Gupta said, “Cricket holds a special place in the heart of every Indian. With the World Cup being held in India, the stakes are higher than ever and so is the desire to watch the team succeed. 3 Ka Dream channels the raw energy into an anthem that aims to unify India in its relentless dream for a third world cup victory.”

    Conceptualised by Creativeland Asia, ‘3 Ka Dream’ is more than just a campaign; it’s a nationwide movement that invites all of us to unite and dream boldly. To ensure that this powerful message resonates far and wide, adidas has employed a multi-pronged approach and will be leveraging a diverse range of media platforms, including digital, print, radio, and an on-ground retail activation that will give Indian fans a platform to showcase their support. Additionally, the heart-pounding anthem will also be available on all major audio platforms, including Spotify, Jio Saavn and more.

    In celebration of the World Cup being held in India, adidas has modified the recently revealed ODI jersey. Now the three white stripes on the shoulders will be replaced with the tricolour, and the BCCI logo will have two stars representing the 1983 and 2011 ODI victories. While team India will be seen sporting the same on the field during the World Cup matches, the jerseys will also be available for fans in limited numbers. Additionally, to mark the occasion, the brand has launched 2023 pairs of the adidas grand court, a special World Cup edition shoe, where the first two stripes will have 1983 and 2011 printed and for the third stripe an insert with 2023 will be given separately to complete the “3 ka Dream”. Both the limited-edition jerseys and adidas grand court shoes will be available for fans to purchase at all adidas stores and at https://www.adidas.co.in/cricket.

  • Agilitas Sports acquires India’s BIS-Licensed Mochiko shoes

    Agilitas Sports acquires India’s BIS-Licensed Mochiko shoes

    Mumbai: Agilitas Sports, innovation-led sportswear and Athleisure solutions platform, co-founded by Abhishek Ganguly, ex-MD, Puma (India & South-East Asia), has in a significant move, announced the acquisition of Mochiko Shoes Pvt Ltd, India’s largest sports footwear manufacturer for the domestic market.

    “This acquisition augments Agilitas’ value proposition, by strengthening our supply chain in the rapidly growing sports footwear market. Mochiko’s manufacturing capabilities, operational excellence and strategic partnerships with leading global giants position us to address the government’s clarion call to ‘Make in India’, and to cater to the rising aspirations of an economic superpower, with the largest youth population”, said Agilitas Sports CEO & co-founder Abhishek Ganguly.

    Established in 2008, by Virender Awal and a co-founding team of five members, Mochiko Shoes registered a revenue of Rs 642 crore in FY2023 and is estimated to grow by 30 per cent, year-on-year (Y-o-Y).

    Mochiko Shoes Pvt. Ltd. founder & CEO Virender Awal spoke about the acquisition, “Joining the Agilitas family propels our ambitions. We are now poised to enhance long-term investments, addressing the soaring demand in the Sports and Athleisure footwear sector. We envision multi-fold and multifaceted growth in our business over the next five-six years, adding jobs and livelihood.”

    Today, Mochiko Shoes is a manufacturing partner to leading international brands, such as Adidas, Puma, New Balance, Skechers, Reebok, Asics, Crocs, Decathlon, Clarks, US Polo, among others.

    With fully integrated, end-to-end manufacturing capabilities, Mochiko is the first sports footwear manufacturer in India to receive a BIS licence, and is fully compliant with the soon-to-be-implemented Quality Control Orders (QCOs), by the Government of India. Additionally, all its units are ISO 9001, 14001 and 45001 certified.

    The company has manufacturing units located in Dehradun and Rishikesh (Uttarakhand) as well as in the National Capital Region (NCR), of Noida. Mochiko employs nearly 10,000 individuals, across the length and breadth of its operations.

    The founding team of Agilitas Sports comprises Abhishek Ganguly, the former Managing Director of PUMA India and South East Asia, Atul Bajaj, the former executive director of sales and operations of PUMA India, and Amit Prabhu, former executive director and chief financial officer of PUMA India.

  • adidas celebrates Messi’s World Cup career; presents ‘The Impossible Rondo’

    adidas celebrates Messi’s World Cup career; presents ‘The Impossible Rondo’

    Mumbai: To commemorate the career of football player Lionel Messi, adidas releases “The Impossible Rondo,” the newest chapter in its “Impossible is Nothing” story, ahead of the FIFA World Cup Qatar 2022.

    Football fans worldwide will be excited to see Messi pitted against himself in the movie, complete with his haircuts, Argentina shirts, and adidas boots over 18 years and five tournaments.

    The film was created using the most recent advances in artificial intelligence and visual effects to bring the magic of Lionel Messi’s World Cup career to life. Messi’s historical and current footage were used to create different, de-aged versions of him. This was then applied to body doubles, allowing us to create Messi versus Messi, in which he prepares for the World Cup alongside versions of himself from 2006, 2010, 2014, and 2018.

    adidas will continue to celebrate its global football family throughout the tournament with iconic player moments, global social media activations, and the creation of the ‘Al Rihla Arena,’ an official adidas fan zone on-the-ground in Qatar, having already shared its “Family Reunion” film and “The Impossible Rondo” with fans.

  • Adidas football family reunite ahead of FIFA 2022

    Adidas football family reunite ahead of FIFA 2022

    Mumbai: Ahead of the FIFA World Cup Qatar 2022, Adidas unveils the next chapter of its “Impossible is Nothing” story with its global football family. The brand kicks off a month-long campaign with a family reunion like no other, featuring Lionel Messi, Karim Benzema, Achraf Hakimi, Son Heung-Min, Jude Bellingham, Pedro ‘Pedri’ González López, Serge Gnabry, and Stormzy.

    The playful spot celebrates the unified joy of football, which brings together players and fans from all over the world. With a selection of the world’s greatest football stars unexpectedly reuniting and displaying their excitement and unique pre-tournament preparations, the film is inspired by the attitude that “when football is everything, impossible is nothing.”

    Also featuring and narrated by football superfan Stormzy, the film combines football culture, world cup nostalgia, and unique player personalities—all with a shared love for the game.

    Designed to be watched again and again, each scene features subtle nods to memorable moments, players, and places to help build anticipation for the endless possibilities of the month ahead. These include framed family photos, fridge magnets, postcards, and cross-stitch wall hangings, plus so much more.

    Further to this, with a full month of unmissable moments undoubtedly ahead, Adidas will continue to celebrate its global football family throughout the tournament with iconic player moments, global social media activations, and the creation of the ‘Al Rihla Arena’ – an official Adidas fan zone on-the-ground in Qatar. The immersive experience will give fans the opportunity to watch every game live, test their skills on the specially designed pitch, be in with a chance of meeting their favourite football legends, and capture a range of content through augmented reality.

    Speaking about the reunion, Adidas vice president of global brand communications Florian Alt commented, “There is a rare moment, once every couple of years, at the beginning of the World Cup when it truly feels like impossible is nothing. A time when players and fans come together, united by the belief that they will bring the trophy home.”

    “During the next month, we’ll see new players break onto the scene, an underdog beat the odds, unbelievable goals, and widespread celebrations taking place across the globe. It’s precisely that spirit that our campaign hopes to inspire in fans around the world,” added Alt.