Adidas launches Standard 19, a new contemporary sportswear line

By

Olivier Guyot

Published
Jul 23, 2015

On August 1st Adidas will launch a new line labelled Standard 19. Very quietly, the German giant has been working towards its return in the premium sportswear niche, just over a year after it discontinued SLVR. Over the course of five years, SLVR exploited Adidas' potential in combining design and tech savvy. The men's line chiefly offered blazers and elaborately printed or pared-down pieces, and featured very feminine shapes for raincoats and dresses for women.

With Standard 19, Adidas appears to want to explore the highly directional training-workout mood. Several brands have introduced lines inspired by this theme, combining running or fitness with elements linking them to contemporary fashion.

The new collection by Adidas consists of 32 items, featuring hooded jackets and sweatshirts, trousers, shorts, merino wool top layers, primeknit leggings and a parka for men and women. The line also includes an Adizero XT Boost shoe, with a sole developed with Continental, and designed for outdoor trail-running.

The first visuals show a pared-down collection, with black and white hues alongside shades of grey. A collection that reveals its technicality discreetly, with reflective insets, tech details and practical pockets. Its vocation is the ability to switch from urban contemporary to sporting activities. Climacool, Climaproof, Techfit and Climastorm technologies will indeed be featured in the collection.

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Standard 19 will be on offer in the brand's performance shops and also available for sale online. It will also be available in selected department stores and major retailers worldwide, such as SportArena, Harrods, Stockmann, Lotte and Lady Foot Locker.