Adidas is launching a new athleisure line to take on Nike
The German sportswear giant announced the creation of a new product line called Adidas Athletics on Tuesday at a celebrity-filled event in New York City.
The new line "bridges the gap between athletes' style and their on-field performance." In other words, it's a more stylish take on warm-up and warm-down gear. Designs will be kept minimal and stylish, while incorporating advanced fabrics.
The line, with its "fresh take on traditional pre-game outwear," seems to be a direct competitor to Nike's successful premium Sportswear line. Both product lines capitalize on the athleisure trend, which is defined by workout clothes that are stylish enough to wear to work, happy hour, or brunch.
The Athletics line is starting off with the Z.N.E. ( "Zero Negative Energy") Hoodie, which was "specifically engineered to remove distractions and maximize athletes' focus in the make-or-break period before they compete." It will retail for $100, in line with other premium sportswear lines.
Nike Sportswear has been successful at positioning itself as a premium line of pre-workout gear for buyers with discerning taste. It has gained a following since its launch in the fall of 2008. Often, the items have additional detailing like reflective tape, additional pockets, advanced blends of materials used, and stylish design. Nike Sportswear retails for a higher price than Nike's other apparel offerings.
Adidas, with its new Athletics line, seems to be taking a page out of Nike's playbook.
