ADIDAS LAUNCHES DEBUT HIIT COLLECTION TO CELEBRATE THE POSITIVE

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August 23, 2022
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• With 58% of new-gen experiencing increased screen fatigue as a result of the pandemic, adidas’ dedicated HIIT collection taps into the serotonin rush that is triggered by high-intensity movement.

• To help the next generation get their HIIT of positivity this summer, adidas is hosting free classes at adidas Studio LDN, alongside access to HIIT workouts on the adidas Training app for all premium and non-premium users.

• Using color-blocking prints and streamlined silhouettes, pieces in the collection incorporate AERO READY technology to help athletes feel cool, however they HIIT.

• The Fall / Winter 22 collection will be available worldwide from August 23 in stores and on www.adidas.ae/en.

Herzogenaurach, Germany, August 23, 2022:

Today, adidas introduces its dedicated HIITcollection for new gen men and women, created with sweat-wicking materials to help keep athletes feeling cool during high-intensity movement. Arriving at a time when the next generation is in need of physical and emotional release, the collection and campaign are a celebration of the euphoric feeling HIIT brings and the energy and focus it can bring to other areas of life. As the world faces a time of extraordinary change, recent findings highlight the extent to which this period has impacted the next generation.

According to research, 58% of teens and young adults have experienced screen fatigue as a result of the pandemic, 74% have witnessed feelings of isolation and disconnection1and a staggering 56% believe humanity is doomed2. Although there is no quick fix, studies have shown HIIT workouts release serotonin, a ‘happy hormone’ believed to have a positive effect on both physical and emotional wellbeing.3Building on adidas’ mission to help end plastic waste, each piece in the collection is made in part with recycled materials. Fusing iconic color-blocking prints and streamlined silhouettes, the performance apparel incorporates adidas’ AERO READY and HEAT.RDY technologies maximize airflow and help athletes feel cool and dry, however they HIIT.

Key pieces include:

Women’s:

• Best LVL Tight: Tailored to the body’s dynamic movements, the tight provides a second skin feel and incorporates innovative AERO READY technology to help keep athletes feeling dry and in the zone. Combing laser perforation with reflective heat transfer, the tight provides slick support for the most intense of workouts.

• HIIT Crop Top: With its sleek fit and color blocking design, this training crop top provides ultimate support thanks to its racer back, and features AERO READY technology to help keep athletes feeling dry and in the zone. The top is also made in part with recycled materials.

Men’s:

• D4T T-Shirt and Shorts: Incorporates breathable lightweight fabric with moisture-wicking innovation, thanks to HEAT.RDY technology maximizes airflow and keeps athletes feeling cool. Fusing vivid edge design with breathable comfort, this corresponding set is sure to be a favorite.

Speaking about the collection, Dani Romeril, Design Director at adidas said: “Over the last few years, HIIT has continued to grow in popularity, particularly amongst the younger generation who are often strapped for time but want to fit some movement into their day. Although we have some of the best training apparel on the market, we wanted to create a dedicated collection specifically designed for this type of dynamic movement. The first step was understanding how the body moves and reacts in these conditions, and we used heat mapping technology to look at where sweat is formed and concentrated. Interestingly, this differs between men and women, so we had to take a different approach for each. These valuable insights were used to inform the product creation, and you’ll see design features like mesh inserts and HEAT.RDY technology creates more freedom and comfort during different exercises. It’s truly exciting to see this collection finally come to life, and we hope it supports and inspires the next generation as they move with purpose.”

The adidas Fall / Winter 22 HIIT collections are available worldwide from today.