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Director, Ecommerce, North America - dr.Jart+
Permanent · New York
Published
Dec 31, 2016
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Adidas to launch streetwear-inspired Xbyo line

Published
Dec 31, 2016

Adidas closed 2016 with the opening of a new flagship store in New York City, a new 360-degree shopping experience at its Stockholm store, and product innovations including the launch of the 3D Runner, a 3D-printed sneaker that is part of the Futurecraft project, and Real Madrid and Bayern Munich uniforms made from up cycled plastics with Parley for the Oceans. The momentum will continue into 2017 for the German sportswear company that recently announced a new streetwear-inspired label named Xbyo.


The Adidas Originals Xbyo Collection - DR

 

The Adidas Originals Xbyo line draws from the company’s performance-driven athletic apparel from the past but reinterprets the pieces with a modern take. The new line features materials such as Japanese terry cotton on sweatshirts, hoodies, wide leg pants and sweatpants.

“We wanted to celebrate our past, but put it into a new context,” said Nic Galway, VP of Design at Adidas Originals. Galway commented that the design team started their research and development with a garment from Adidas Originals in 2001.

Adidas’ sales slowed in the third quarter though it increased 17%. Net profit also increased 15% and sales for the core Adidas brand increased 20%. The company also said that it would take costs to restructure the Reebok brand for future growth.

This fiscal year, Adidas increased its full year outlook four times.

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