Adidas has unveiled Originals Sport, the brand’s first women’s training range built under the Originals name, with pop star Tate McRae leading the global campaign alongside Argentine singer Emilia Mernes and college volleyball player Harper Murray.
The launch also extended well beyond the core campaign trio, with Adidas pulling in a wider circle of celebrity and influencer talent to amplify the New York event, including actor Camila Morrone, and models Sarah Jane Nader and Lori Harvey. The campaign itself was developed by indie creative agency GentleForces, with direction, photography and production handled by Alana O’Herlihy of Object & Animal.
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The line takes its design cues from the classic Superstar tracksuit and is built around the new Futurestar franchise, positioned as the next step in that heritage silhouette. The range covers built-in bras, leggings, tanks, onesies and layering pieces, all designed to hold up in the gym and still work as everyday wear.
The collection launched in New York on July 22 and went on sale the following day. The range priced between $45 and $70 across Adidas’ online store and retail network. It’s part of a broader push from the brand to reposition women’s training gear at the crossover of sport, fashion and personal style.
Adidas framed the move as a direct response to demand from women wanting activewear that performs properly but doesn’t sacrifice on style. McRae and Mernes were chosen to represent the fashion and confidence side of that brief, while Murray brings the elite-athlete credibility to back it up.
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The launch fits a pattern that Adidas has leaned on heavily over the past couple of years: pulling from its own archive to reinvent product categories, much like it did with the Samba and Gazelle.
Applying that same philosophy to women’s performance wear puts Adidas in more direct competition with brands like Alo Yoga and Vuori, who’ve built businesses proving consumers are happy to pay a premium for training gear.
For McRae, the campaign lands during a strong commercial run, coming off the back of a chart-topping album and an arena tour. It adds to a resume that includes partnerships with Valentino and Neutrogena.
The campaign follows Adidas handing its global media duties to Omnicom Media.
Credits:
Brand Partner – GentleForces
Creative Lead – Jordanna Andrews (now Futures Practice Lead)
Creative Practice Lead – Quba Tuakli
Creative Practitioner – Aadam Sheikh
Senior Design Practitioner – Barney Ward
Client Partner – Ben Ampofo
Managing Partner – Nathan Wilson
Founder – Danni Mohammed
Strategy Practitioner – Theo Bassett-Shand
Executive Producer – Becs Rainey
Producer – Kevin Cheung
With thanks to Anders Stake and Sami Kimberley
adidas VP, Brand Communications – Melanie Rieger
adidas Director, Brand Communications – Julia Eckhardt
adidas Director, Brand Creative – Maru Ceara-Cortinas
adidas Director, Brand Social – Malvina Rouzo
adidas Manager, Brand Digital – Gyovanna Monreal
Jellyfish, Production Management – Jody Hanger
Production Company – Object & Animal
Photographer & Director – Alana O’Herlihy
Executive Producer – Emi Stewart
Head of Production – Lauren Skillen
Producer – Myriam Schroeder
Associate Producer – Zara Saraon
Post Production: INK
Producer: Grace Tomlinson
Editor: Zeynep Ağcabay
Colourist: Katie Dymmock
Assistant Colourist: Nicole Angliss
Flame: Kofee Coley
Online Editor: Max Waspio
Sound Design – 750MPH
Sound Designer – Giselle Hall
Sound Producer – Cec Atkinson
