Official sales of the new line will start on February 9.
Twenty-year-old American actress Jenna Ortega, star of the Netflix series "Wednesday" released late last year, has become the ambassador and face of the German brand adidas.
The company said the actress with Puerto Rican-Mexican roots embodies a relentless pursuit of creativity. The statement said Orgueta became the face of the new adidas Sportswear line, the first new brand in the adidas portfolio in 50 years.
"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.
Adidas said Ortega is "progressive and passionate" about the new generation, who manages to "make waves around the world" with a fresh and creative way of thinking.
Ortega, a longtime fan of the brand, said: "My love for adidas is one that goes back years. It’s always had such a presence in sports, music and culture and continues to be an innovator in so many ways. Growing up for me it always had to be adidas sneakers and Ts as the go-to. To this day, so much of my wardrobe is made up of the iconic three stripes."
With Ortega's involvement as an ambassador, the brand aims to attract additional Generation Z consumers. The brand's new adidas Sportswear line will focus on lifestyle merchandise. The new label has already introduced its debut capsule collection. Official sales of the new line on adidas.com will begin on February 9. Prices for clothes and shoes in the adidas Sportswear line will range from $55 to $140.