Adidas inks license with Delta Galil for ‘innovative’ underwear collections

By

Nigel TAYLOR

Published
Jun 23, 2021

This is big in the realms of underwear. Adidas has signed Delta Galil to design, manufacture and distribute men’s and women’s intimates collections under its Badge of Sport and Originals labels.

Launching for spring 2022, core to the new collections will be innovative fabrics and proprietary knitting technology “that offer improved flexibility for the perfect fit”, the pair announced. 

Both the men’s and women’s lines will be made with a “unique" blend of cotton and eco-friendly Tencel and incorporate Refibra, a “revolutionary” textile solution for recycling cotton waste, developed in partnership with Lenzing “for go-anywhere, do-anything comfort”.

The Badge of Sport collection will be sold through Adidas’s D2C channels, department stores and sports retailers. The Originals collection will also be available through D2C, as well as premium department stores and select fashion retailers

The women’s collections will be launch globally while men’s will be available internationally, but not in North America.

Victoria Vandagriff, president of D2 Brands at Delta Galil, said: “Innovation is core to the DNA of both adidas and Delta Galil and we look forward to leveraging that shared strength and focus through this collaboration. This license marks a meaningful addition to Delta Galil’s portfolio of licensed and proprietary brands”.

In another landmark launch, Adidas became the first leading sportswear brand to create its own period-proof performance wear this month called ’Stay in Play’. The specialist leggings are the result of intensive consumer research and feedback from customers to develop technical sportswear “that’s absorbent and leak-proof but still focused primarily on sporting performance”, said senior product manager Kim Buerger.