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Built for Focus – adidas Launches New Athletics Category

Redefining the future of “gym-to-street”style

adidas, the world’s leading sportswear innovator, today announced the launch of a brand new categoryadidas ATHLETICS. The category will deliver a fresh new take on traditional pre- and post-match outwear, specifically engineered to remove distractions and maximise athletes’ focus in the make-or-break period before they compete and when it really matters.

The category, which officially launched with the adidas Z.N.E. Hoodie – the first product in the revolutionary new range. For any athlete, maintaining concentration immediately before they take to the field or when they’re in the zone is vital to their performance. The adidas Z.N.E. Hoodie was designed with this need in mind, helping athletes stay mentally strong thanks to three key elements; reduced noise distraction, minimal visionary interference and protection from discomfort. It combines cutting-edge craftsmanship with luxe fabric and a striking aesthetic to make it a sportswear essential, whether for performance or leisure.

Sleekgeek was part of a massive global campaign where adidas partners around the world participated. Myself and Eric received our hoodie and it was love at first site. There is something so special about this garment that makes you feel like a sporting rockstar! Walking around in it I felt like a superstar expecting people to ask for an autograph 🙂 

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Brett Burgess, Business Unit Manager – Training Division at adidas South Africa commented, “The introduction of the new ATHLETICS category has been devotedly welcomed by local star athletes such as the world record breaking 400m track and field sprinter Wayde van Niekerk; fellow sprinter, Akani Simbine, Stormers’ flanker, Sikhumbuzo Notshe and SA international  cricketer, Kagiso Rabada. They are along with the likes of Gareth Bale, Tori Bowie, James Harden and Ana Ivanovic donning the hoodie, embracing the way adidas is redefining and elevating “gym-to-street” style.”

The over-sized hood combines double-layered side and front panels to eliminate outside distractions, keeping the athlete warm and focused. It is large enough to accommodate over-ear headphones, enabling the pre-game music rituals synonymous with elite athletes. The hoodie’s premium, heavyweight cotton/polyester/elastane blend is designed for comfort: a “Made 2 Move” seam construction and dropped shoulder ensures the athlete can move freely and gives it a bold, modern look. Hidden zipper pockets are perfect for storing personal items when on-the-go. A discreet inner label carries a motivational message celebrating the mental strength and focus of athletes.

Michael Krapohl, adidas Senior Product Manager said, “With adidas Athletics we want to take the opportunity to champion a unique and as-yet unexplored perspective for our athletes, responding to their needs and telling their stories of game day in the 24 hours before and after they take the field of play. Athletes prepare to compete in front of huge, passionate crowds, and need to maintain their focus under immense pressure. We designed the adidas Z.N.E. Hoodie and the entire range to allow athletes to tune in to their pre-game strategies and personal rituals, and to centre themselves for their own personal challenges. Aesthetically, we are passionate about creating products with the finest crafted details and a sleek, athletic look.”

Get yours! The adidas Z.N.E. Hoodie will be available at the adidas online store and in major retail stores from 10 September 2016 at recommended retail of  R1699.
To learn more, visit adidas.com/athletics_zne. Follow @adidasZA on Twitter and Instagram and use the hashtag #findfocus to join the conversation.

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