Adidas launches tech-based Ready range for Olympics
Adidas has launched what it calls “the most advanced system of responsive apparel shielding athletes from the elements” with a new line called Ready. This has been created “for both elite and everyday athletes,” and the technology is “set to perform on the hottest stage in sport this summer”.
The new multi-sport collection uses “responsive fabrics and intuitive design to help athletes perform, whatever the weather,” we’re told.
The company said the launch comes as it sees a global increase in outdoor sports and training, and enables athletes of all abilities to train without the weather getting in the way.
And it added that the tech “will be put through the ultimate test as Olympic athletes take to the global sports stage" wearing pieces from the line.
Of course, with the Olympics currently in doubt as insiders say the coronavirus needs to fade by May at the latest to guarantee they go ahead, the huge marketing stage Adidas is hoping for might not materialise.
But assuming that they do go ahead, the range will be worn as part of the national kits by athletes from Team Great Britain, Team Germany, Team Ethiopia and Team Hungary, as well as on the field of play for Adidas athletes and sponsored teams around the world.
So how exactly does the new technology work? The company said it “uses a smart layering system that allows athletes to build modular sports outfits that address seasonal needs, selecting different pieces that can be worn together without bulking at the seams and which allow for maximum movement, comfort and ventilation”.
Designed for multiple forms of movement, the offer “combines the latest advancements in adidas’s performance apparel, bringing together design teams across every sports category”. The products include running and training shorts and T-shirts, plus performance hoodies and jackets. And the line features four tech systems, dubbed Heat.Rdy, Cold.Rdy, Wind.Rdy and Rain.Rdy by the firm.
The products launching first in time for the Olympics are those that deal with heat, with the remaining items due to debut in AW20.
Josefine Aberg, who’s VP of design at Adidas, said of all this: “Weather has become a major external factor affecting performance, so we set out to create a system that combats external elements so athletes can train without distractions. The collection is inspired by the discipline of a military wardrobe, but with a 2020 feel – functional yet stylish pieces that can be layered to protect you all year round.”
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