Official sales of the new line will start on February 9.
Twenty-year-old American actress Jenna Ortega, the star of the Netflix series Wednesday, which was released at the end of last year, has become the ambassador and face of the German brand adidas.
The company said the actress, who is of Puerto Rican and Mexican descent, embodies a relentless drive to create. The statement said Orgueta is 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 for ways to push boundaries in both sport and culture,” said Brian Grevy, adidas Executive Board Member.
Adidas said Ortega is a "progressive and passionate" representative of a new generation who is "making waves around the world" with a fresh and creative mindset.
In turn, Ortega, who is a long-time fan of the brand, said: "My love for adidas goes back a long way. The company has always been present in sports, music and culture, and continues to be an innovator in many areas. As a child, adidas sneakers and T-shirts were always relevant for me, and today, the iconic three stripes make up most of my wardrobe."
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.
