To support mothers to be who are in need of a activewear that grows with them through their pregnancy, adidas unveiled a capsule collection of maternity sportswear.
To create the collection, the sports giant collaborated with women at different stages in their pregnancies to better understand how it could design pieces that would not only allow them to move, but provide the right amount of support. This also enabled adidas to ensure the collection would be accessible to women at any stage of pregnancy, and grow with them through their journey.
Aimee Arana, General Manager of adidas Global Training spoke to the launch, stating "Made with our signature performance fabrics, each garment has been designed to work flawlessly through every move, from Pilates to strength training and dance. We are extremely proud of this collection and we can’t wait to share it with the world."
The adidas Maternity Collection launches on January 29th, and the brand plans to update the line on an ongoing basis.
Supportive Maternity Sportswear
adidas Launched Its Very First Collection of Maternity Activewear
Trend Themes
1. Maternity Activewear - The trend of designing sportswear for pregnant women provides an innovative opportunity for companies to address the gap in the market and promote inclusivity in the fitness industry.
2. Collaborative Design - Partnering with pregnant women on product development provides companies a disruptive opportunity to better understand and meet the unique needs of this consumer group, potentially leading to the creation of new industry standards for maternity wear.
3. Inclusivity in Fitness - The launch of adidas' maternity sportswear collection reflects a growing trend towards prioritizing inclusivity and accessibility in the fitness industry, creating opportunities for other companies to follow suit and cater to diverse consumer needs.
Industry Implications
1. Fashion Industry - With the growing demand for maternity activewear, the fashion industry has an opportunity to create innovative and stylish products that cater to the unique needs of pregnant women and promote inclusivity within the industry.
2. Fitness Industry - As attitudes towards fitness and wellness shift towards an emphasis on inclusivity, the fitness industry has a disruptive opportunity to develop and market products that cater to diverse consumer needs, including maternity activewear.
3. Tech Industry - The development of new materials and technology that better support pregnant women in their fitness routines presents an opportunity for the tech industry to innovate and disrupt the maternity wear market.