Adidas Sportswear is the first new 'label' the brand has introduced for 50 years. An emergent category which captures consumers ever increasing desire for product that sits at the intersection of sport and lifestyle, addressing the changing needs and trends that define the next generation. We worked with the brand to help define the brand strategy, before executing various global toolkits, lookbooks and local activations. The label was introduced featuring new partner Jenna Ortega.