February 3rd, 2023, Lesley Simeon
adidas is launching ‘adidas Sportswear’, its first new private label in half a century. With actor Jenna Ortega (from Netflix’s Wednesday) on board as its global brand ambassador, the sportswear brand is looking to connect with Gen Z with its latest launch. The label will be launched worldwide on February 9, 2023 online as well as in stores. Early access to the new line via the brand’s app began February 2, 2023.
With the new launch curated to target Gen Z, who is currently buying from adidas?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - millennials lead the pack, accounting for 52% of adidas’ current customers in the US. Gen X (26%) and Baby Boomers (12%) rank second and third respectively.
Gen Z makes up just 9% of adidas’ current customers. It’ll be interesting to see whether the brand’s new label - with Ortega as its face - will manage to bring more of the youngest demographic into the fold.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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