Adidas Launches "FORMOTION," Activewear to Support All Women's Training
Adidas Japan K.K. (Head Office: Minato-ku, Tokyo; Representative Director: Stein Van Voast) launched the women's campaign "WATCH US MOVE - The Free You Starts Moving" on Thursday, March 4, 2021. As the first collection of the campaign, the activewear "FORMOTION" (adidas.jp/watchusmove), designed to support all women's training, is being sequentially released from the same day at Adidas direct-managed stores nationwide, the Adidas online shop, and authorized retailers.
With "WATCH US MOVE - The Free You Starts Moving" as its key message, this campaign aims to promote an environment where women can more easily participate in sports and realize the development of innovative products for women throughout 2021. The campaign was launched to advocate that sports belong to everyone, regardless of age, cultural background, or athletic ability. Beginning with the "FORMOTION" activewear released this time, the company will launch performance tights that comfortably support sports during menstruation, performance footwear developed through research on the female body, and maternity wear throughout the year.
The "FORMOTION Collection," Developed Based on Feedback from Women Athletes Worldwide
The FORMOTION collection, released on March 4, was created by a design and development team composed entirely of women, based on data regarding body shapes and movements, as well as feedback from women athletes around the globe. Utilizing engineered knit technology inspired by shapewear, the collection is designed to conform to the female form. Key areas requiring support, such as the waist and hips, feature stronger compression, while other areas utilize a highly elastic, stretchable knit for ease of movement. This achieves a comfortable fit that firmly supports the female body without feeling restrictive, even during intense exercise.
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