In its quest to support female athletes, the brand introduced clothing that will allow you to "stay in the game" at any time of the month.
Attention to the needs of women and their support is gaining momentum among sports brands. New collection from Adidas demonstrates the intention of the brand to develop in this direction. Following in the footsteps of many brands that specialize in menstrual underwear, Adidas has unveiled its line of menstrual sportswear to help female athletes feel more confident and never miss a workout.
As a result of two years of development, the company introduced the TechFit Period Proof collection, which will be available from June 17th. Its main items were sports leggings in several versions, which are created from modern technological materials. The black cycling shorts from the new line are priced at $45, while the dark-colored leggings cost $65.
The items of the collection are three-layered and have a moisture-wicking, absorbent and sealed layer, while the novelties allow the skin to breathe and are comfortable to wear. Adidas garments are designed to be leak-proof when worn with a tampon or pad, they cannot be worn on their own, as some specialty underwear brands offer.
The advertising campaign of the new collection involves women of different ages who demonstrate how you can stay active during different periods of the month. The slogan for the advertising campaign is the phrase Stay in play (“Stay in the game”).
Adidas not only introduced a new collection, but also intends to contribute to the process of breaking the taboo on the topic of menstruation, especially among teenage girls. The company has partnered with academics and school physical education teachers to develop teaching materials and lesson plans around menstruation. Subsequently, the developed materials are planned to be used in schools around the world.