In a significant move for both the athletic and fashion industries, Adidas has joined forces with Los Angeles-based ready-to-wear brand Entire Studios to introduce an innovative Performance line. This collaboration seeks to bridge the gap between high-performance athletic gear and contemporary fashion, catering to a burgeoning consumer base that prioritizes both health and personal style. The new collection marks a strategic evolution for Adidas, moving beyond its traditional category divisions to embrace a more integrated approach that reflects current lifestyle trends.
The current cultural landscape, particularly in 2026, reveals a strong emphasis on well-being. Individuals are increasingly dedicating time to physical activities, with a noticeable rise in interest towards fitness, wellness, and even incorporating these elements into their travel plans. This shift has created a clear demand for athletic apparel that not only supports rigorous activity but also aligns with an elevated aesthetic. Adidas's Performance line, traditionally distinct from its fashion-focused Originals, has seen limited high-profile fashion partnerships, with the long-standing Adidas by Stella McCartney and a recent Y-3 football collaboration being notable exceptions. However, this new venture with Entire Studios signals a deliberate effort to infuse high fashion into the performance segment.
Aimee Arana, Global SVP of Adidas Sportswear and Training, highlights the burgeoning intersection of fashion and gym culture. She notes a rising expectation among consumers, including everyday individuals and professional athletes, for athletic wear that offers both peak performance and sophisticated style without compromise. This sentiment is echoed by Entire Studios' co-founder Sebastian Hunt, who views this collaboration as a natural expansion for his brand, known for its comprehensive wardrobe offerings. Dylan Richards Diaz, Entire's co-founder and creative director, further explains that the partnership addresses a personal void in the market for performance wear that doesn't sacrifice individuality, often lost in the uniform visual language of traditional athleisure.
The collaborative effort, which commenced in 2024, has culminated in a 26-piece collection. This range encompasses form-fitting workout attire for both men and women, alongside layering options such as zip-up jackets, windbreakers, and sweatsuits, embodying Entire Studios' holistic approach to dressing. The collection also introduces a refreshed Lightblaze POD sneaker silhouette and an entirely new Ace silhouette, co-designed with the Entire team. The debut palette features earthy tones like taupe, browns, and a vibrant red, deliberately eschewing neon shades. This collection is slated for release on February 5th.
For Entire Studios, engaging with a well-established sportswear giant like Adidas was crucial, as it provided access to specialized technical expertise necessary for creating genuine performance garments. Hunt emphasizes the benefits of having a supportive team handle the technical aspects, from fabric selection for durability and flexibility to ensuring suitability for specific activities, allowing Entire's designers to concentrate on aesthetics. Conversely, Adidas gains significant fashion credibility through Entire's design prowess, mirroring the success of collaborations like Wales Bonner for its more casual lines. Arana confirms that the initiative for a fashion-forward performance line is directly driven by consumer demand for more distinctive products in an increasingly competitive activewear market, crowded by emerging brands and luxury labels entering the space.
The commitment to fashion is evident in the collection's campaign, helmed by photographer Szilveszter Makó, known for his work with prominent fashion publications. Richards Diaz expresses long-standing admiration for Makó's work, noting that his unique aesthetic was instrumental in shaping a campaign that visually articulates the seamless integration of high-fashion design with performance functionality.
This partnership signifies a strategic recalibration for Adidas, challenging its historically rigid category structures. The collection integrates elements from various Adidas Performance sub-lines, including Optimé, Z.N.E., and D4T, and uniquely merges Adidas's Sportswear and Training categories into a single launch. It also incorporates fashion-forward aesthetics typically associated with Adidas Originals. Arana observes that consumers don't perceive categories as distinctly as brands traditionally have, and this flexible approach aligns with contemporary consumer behavior. By blending lifestyle and performance, Adidas aims to push boundaries and disrupt the market, staying precisely attuned to consumer preferences.
The founders of Entire Studios recognized a market void, having personally experienced the lack of performance wear that reflected individual personality. Richards Diaz underscores that the collaboration was driven by a desire to create functional, high-level athletic wear that simultaneously serves as an extension of personal style. Hunt and Richards Diaz also aspire to foster a sense of community around their activewear, particularly given their base in Los Angeles, recognizing the immense growth and potential of the wellness industry.