Meet the new face of Adidas.
Aspiring fashion-it girl Jenna Ortega is Adidas’ newest brand ambassador and the face of a brand new label from the German sportswear giant: Adidas Sportswear is the brand’s latest attempt at winning over Gen Z. Expression…through comfort and style,” reads a press release, the new line combining adidas activewear technology with everyday style.
The announcement follows some major restructuring at Adidas. The company ended its Yeezy business and its partnership with Kanye West — which accounted for a significant portion of its overall sales — in October. Shortly thereafter, Adidas brought in Bjørn Gulden, formerly Puma, as CEO to lead the company into a new era. It seems that a new era is now beginning, with two big firsts: Ortega’s first major fashion deal and the first time Adidas has launched a new brand under its umbrella in 50 years.
“My love for Adidas goes back years,” Ortega said in a statement. “It has always been so present in sport, music and culture and continues to be an innovator in many ways. Growing up for me it always had to be Adidas sneakers…a lot of my wardrobe is made up of the iconic Three Stripes.”
Board Member Brian Grevy said of Ortega, “As a progressive and passionate next-generation pioneer making waves worldwide, her fresh and creative mindset is what we have relied on as a brand and continue to be inspired by. “
Although she has been in the industry for many years, the actress captured the hearts of the public with her titular role on Netflix’s Wednesday. Between his viral moments and the cast’s finesse in dressing goth-core, Ortega was the focus of flattery and attention. Plus, her fashion just can’t be ignored.
Sportswear officially launches on February 9th, but there’s also early access shopping.
This story has been updated to include additional information about Adidas’ new brand.
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