Andrew Wiggins and Joakim Noah are at the forefront of adidas's new "Athletics" campaign.
As more sporting brands dive into the lifestyle scene, Adidas has officially introduced their newest category, Athletics. The new line is the three-striped brand’s latest attempt to bridge the gap between style and performance for more than 20,000 of their athletes ranging across all sports.
One of the brands prized prospects, Minnesota Timberwolves forward Andrew Wiggins, was in New York City at the Athletics launch event that featured recent Olympic gold-medalist and U.S. track star Tori Bowie and New Knicks center Joakim Noah. Wiggins spoke about Adidas’s latest impact in sneakers and in clothes.
“I feel like Adidas has really separated themselves this year from a lot of different brands, especially in shoes,” said Wiggins. “ With Kanye it was a big help. The NMD sneakers they came out with and the boost they have in their shoes, it brings a different type of comfort. Once you put your foot in them, it feels like you're standing on a cushion. Even with the clothes, it is something that you can wear outside, inside, going out, not going out, they are really giving you different ways to rock everything.”
The Athletics line is highlighted by the Z.N.E. (which stands for Zero Negative Energy) hoodie, which gives a fresh take on traditional pre-game outwear, specifically engineered to remove distractions and maximize athletes’ focus before they compete. The hoodie features a cozy heavyweight cotton material, the hood’s large size enables athletes to focus and eliminate external distractions—which was huge for Joakim Noah when asked about how the new gear will help him adjust to playing in New York City.
“There’s a lot of noise, a lot of distractions—I’m just trying to stay in my bubble, stay focused on things on the court,” said Noah. “I’m just excited to be playing in Madison Square Garden, trying to stay in my zone, stay in my hoodie.”
The Athletics campaign also features Green Bay Packers quarterback Aaron Rodgers, Denver Broncos linebacker Von Miller, soccer star Gareth Bale, Rockets guard James Harden and more.
The Adidas Z.N.E. Hoodies launch September 7 in white, ice blue, collegiate navy, black, and olive cargo for men and white, black, blue, red, vapour steel and collegiate navy for women for $100.