On Feb. 2, 2023, Adidas announced a new sub-brand specifically targeting Gen Z shoppers, called Dubbed Sportswear. The new collection marks the first time Adidas has launched a new label in more than 50 years.
The collection includes soccer jerseys, tracksuits, dresses and everyday leisure wear. Adidas has chosen Jenna Ortega as the face of the collection. Ortega is a successful child actress, and starred in movies like Scream and X. Most recently Ortega received critical acclaim for her starring role as Wednesday Addams, in Netflix’s Wednesday. Ortega also received nominations at the Golden Globe Awards and Screen Actors Guild Awards for her role in Wednesday.
https://media.voguebusiness.com/photos
Wednesday surpassed more than 1.02 billion total hours viewed with more than 150 million households streaming Wednesday. As the show has gained virality amongst Gen-Z viewers, Adidas strategically chose Gen-Z icon Ortega to spearhead the new campaign to appeal to young consumers.
Gen-Z is classified as anyone born between the mid-1990s and mid 2010s. Gen-Z is quickly becoming one of the most important consumer groups in retail, and more companies are taking advantage of their buying power by targeting these shopping groups.
The collection launch comes months after Adidas shut down collaboration efforts with Yeezy and Kanye West. West made Adidas an estimated $2 billion annually, and as Adidas is bracing to lose up to $246 million in profits after cutting ties with West, reported Business Insider, a new collection is just what Adidas needs to increase revenue.
Sportswear will launch officially on Feb. 9 2023. Adidas is hoping that the launch will fill the gap after West’s departure. Additionally, for many members of Gen-Z, Nike is the it-sportswear brand, and Adidas is hoping to sway more of Gen-Z over by utilizing Ortega. Also, they are aiming to capitalize off the new “bloke core” aesthetic that blew up on Tik Tok last fall.
As Adidas shifts its focus towards the Gen-Z consumer in order to catch up to Nike, it should be an interesting battle between two fashion giants amidst a shift towards targeting younger consumers.
Comentarios