Adidas launches new ‘Watch us Move’ initiativeAdidas launches new ‘Watch us Move’ initiativeAdidas launches new ‘Watch us Move’ initiative

Adidas launches new ‘Watch us Move’ initiative

Adidas has launched, alongside new activewear collections, a new long-term initiative, ‘Watch Us Move’, focused on supporting and celebrating women from all walks of life.

Formotion is the first of these new product collections to be released and is their most supportive activewear to-date. Created by an all-female design and development team, the collection was designed based off of three key insights: feedback from our global athletic community highlighting the need for a feeling of support, comfort and confidence; data conducted from body mapping and motion research; and technologies used in shapewear industry.

The activewear collection uses engineered knit technology, anchored around new graded zonal compression. Crafted to the female body, the smart, strategic placement of compression zones of varying intensities around the waist and hips helps to sculpt and support, whilst high-stretch knit used in other places enables freedom to move without restriction in high-impact conditions.

Additional performance innovations include our Aeroready fabric which helps keep the body dry and comfortable, as well as PRIMEGREEN, the series of high-performance recycled materials developed as part of our ambition to end plastic waste. Garments made with PRIMEGREEN use a minimum of 40% recycled content.