It's the perfect time for global sportswear brand adidas to reveal the latest campaign in the month of woman celebration. adidas has announced the release of Formotion, a new women's activewear collection exclusively created to provide great comfort for women to enjoy exercise and sports.
According to press release, the prominent brand aimed to "push boundaries in women's sportswear" with the new product line that's a big host of designers and developers went through painstaking processes to gain more insights into female physicality in order to come up with sportswear ideal for all sorts of workouts from Pilates to HIIT (High Intensity Interval Training), hence a collection designed to "support the female body while allowing the freedom to move without distraction."
The Formotion collection is invented with the innovation of adidas' Aeroready fabric known for dryness and comfort. PRIMEGREEN is another material feature that the brand adapts to Formotion for sustainability purposes. All garments in the PRIMRGREEN series use a minimum of 40% recycled content.
Josephine Aberg, the Vice President of Design at adidas, asserted with firm belief to empower women in a sports world: "Confidence to embrace movement has a profoundly positive impact on wellbeing. We want to make women feel secure and strong yet comfortable—liberated, rather than restricted, so we created a collection designed to give them confidence with every move, from deadlifting to dance. We do this to help her use sport to feel supported and confident, every day."
Accompanying the Formotion collection is the debut of the Watch Us Move campaign, the home workout content that adidas was inspired to make after the upsurge in the search during the pandemic. However, the brand noticed that not all individuals are represented in the home exercise videos. With the strong conviction that physical activities should be a space for everyone, adidas wants to create a platform that embraces all individuals to participate in.
The Watch Us Move video series then will be presented with female trainers of all shapes and sizes to lead and demonstrate home workouts for everybody from athletes to grassroots fitness enthusiasts. The videos are available for free on youtube.com/adidaswomen, starting from February 25.
The Formotion collection is also available globally from March 4. Visit this link to see the products.
