Dive Brief:

• Adidas is launching a new line for female teens, adigirl, that includes a broad range of performance sports apparel and street-style fashions.
• The line will feature bright colors and prints in Adidas performance fabrics for a variety of looks that transition easily to non-athletic settings. 
• Adigirl will launch with a campaign that cleverly juxtaposes elements of fashion and athletics, such as comparing the fashion runway to a training course. 

Dive Insight: 

Sports apparel manufacturer Adidas is going after a bigger piece of the $15 billion U.S. women’s activewear market with a new line designed for female teen athletes. Adidas has been looking to regain its momentum after seeing its North American sales slip and ceding share to brands such as Nike, New Balance, Under Armour, and Lululemon.

A campaign supporting the new line will feature vivid photography of teen athletes in training, emphasizing toughness, dedication and individuality. “At my core, I’m an athlete,” the tagline says. The clothing is designed to offer a fashion-forward flexibility that moves easily from practices to other environments, capitalizing on the broader “athleisure” trend.

Adidas is also debuting the line just in time for the fall athletics season, and after a number of unprecedented wins for high-profile female athletes including Serena Williams, WNBA All-Star Elena Delle Donne, and the World Cup-winning U.S. Women’s National Team.