Today, adidas announced Jenna Ortega as the newest member of its extensive family.
Best known as the protagonist of Netflix’s Wednesday series, Ortega has long been a fan of the Three Stripes: “My love for adidas is one that goes back years,” shared the 20-year-old in an official press release.
According to adidas, the Mexican and Puerto Rican-American actress embodies the relentless pursuit of creativity on which the brand was founded over 70 years ago. To this effect, the Three Stripes have decided to make Ortega the face of its first new label in 50 years: adidas Sportswear.
“At adidas, we are constantly looking at ways we can push the boundaries in both sport and culture,” said Brian Grevy, adidas Executive Board Member. “[I]t’s so exciting that we can announce Jenna Ortega has joined us, to launch our first new label in 50 years. A progressive and passionate next generation pioneer that is making waves across the globe, her fresh and creative way of thinking is what we, as a brand, found ourselves on and continue to be inspired by.”
The emphasis on Ortega’s creativity demonstrates the new line will focus on lifestyle products. Heritage from the adidas Originals collection is evident in the Sportswear line’s debut capsule (the Wednesday Addams actress has worn the adidas Samba in recent memory). References to the Three Stripes’ football roots are also scattered throughout the new project, which Ortega surely supports given her fandom of the Mexican Football Federation and other teams. Lastly, a new Bounce-cushioned sneaker – the adidas AVRYN – has been unveiled as part of the new label.
The move to sign Ortega indicates the brand is trying to capture Generation Z consumers. Furthermore, the Mexican and Puerto Rican-American creative is yet another Latinx influencer on the Three Stripes’ roster, an important details for the future of consumers in the U.S.
adidas Sportswear’s first collection releases via adidas.com on Feb. 9. The price range for launch items is from $55 to $140 USD.
For more sneaker news, check out the Bad Bunny x adidas partnership.