ASOS and Adidas Originals collab adds menswear as fourth womenswear collection drops

ASOS and Adidas Originals are clearly happy with their previous womenswear collaboration collections as they’re back for a fourth edition and they’ve added menswear this time.

Available exclusively on ASOS from 29 July for ASOS.WORLD loyalty customers, and from 30 July to all customers globally, the debut menswear collection marks the first expansion of the partnership beyond womenswear.  

The e-tail giant and the sports behemoth said it’s been “created for a customer whose style is increasingly shaped by the crossover between sport, fashion and culture. Rooted in Adidas Originals’ sporting heritage and reimagined through ASOS’ British fashion lens, it combines tailored influences, elevated fabrication and iconic sportswear silhouettes to create a wardrobe designed to move seamlessly between different moments of everyday life”. 

Fronting the campaign is Arsenal FC and England footballer Noni Madueke, “whose international influence on and off the pitch reflects the growing connection between sport, personal style and culture”.

So what does the offer include? Signature Adidas Originals pieces “are reimagined with a tailored edge”. The Firebird tracksuit comes in a soft brown check, classic track pants come in suiting-inspired fabrics, overshirts and knitwear featuring the Adidas 3-Stripes sit alongside “more refined silhouettes, creating styling opportunities that move effortlessly between casual and more elevated looks”.  

Rugby shirts and knitted vests add a preppy edge and “further reinforce the crossover between sport and style”.  

The two firms said that the move into menswear was a natural step after the success of the womenswear collections.

And on that subject, there’s a new womenswear offer too. Collection 04 is fronted by Ramla Ali and available at the same time and via the same channels as the menswear.

“Inspired by the optimism, freedom and spontaneity of late summer, the collection captures the feeling of making the most of the season while looking ahead to what’s next”. Just as with the menswear, it bends sports with a British fashion viewpoint.

That’s clearly a formula that works with ASOS saying the previous drop drove a 57% increase in new and reactivated customers compared to the first collection and delivered a 32% uplift in Adidas sales overall beyond the collaboration itself, “highlighting growing demand for sport-inspired style viewed through a more fashion-led lens”.  

Meanwhile Ramla Ali is a professional boxer, model and “style icon whose influence extends beyond sport into fashion and culture. Known for her distinctive personal style and modern approach to dressing, Ali brings a perspective that reflects the spirit of the collection: confident, expressive and individual”.  

The collection “reimagines Adidas Originals classics through a softer, more fashion-led perspective… familiar tracksuit shapes are refreshed with sculptural proportions, that reflect the shift towards more expressive silhouettes this season. Funnel-neck jackets, windbreakers and sleeveless 3-Stripes track tops sit alongside standout jumpsuits, including a long-sleeve cinched-waist style inspired by the iconic Firebird. Signature ASOS embroidery detailing adds a distinctive finish, while power shoulders, dropped waists and soft structure bring a more directional edge to familiar sportswear shapes”. 

Texture plays a central role throughout the collection, with towelling, satin nylon, sateen finishes and sheer layers adding depth and contrast.