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Delta Galil Will Produce Adidas Underwear Collection For DTC Sale

Delta Galil Will Produce Adidas Underwear Collection For DTC Sale

June 18, 2021 at 03:37PM
by PYMNTS

Delta Galil will design, produce and distribute men’s and women’s underwear collections under the Adidas’ Originals and Badge of Sport brands, according to a Friday (June 18) announcement.

The new collections, which will be rolling out for spring of next year, will be sold in Europe, the Middle East and Africa (EMEA), Asia-Pacific (APAC), Latin America and Europe. The women’s collections will roll out in North America as well.

Adidas’ direct-to-consumer (DTC) channels, department stores and sporting goods merchants will sell The Badge of Sport collection. In addition, the Originals collection will be distributed via Adidas’ DTC channels, high-end department stores and some fashion retailers.

The new lines of clothing will showcase “innovative fabrics and proprietary knitting technology that offer improved flexibility for the perfect fit,” according to the announcement.

The women’s and men’s lines will be produced with a special combination of environmentally friendly Tencel and cotton and will make use of a textile offering for recycling cotton waste called Refibra.

“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,” Victoria Vandagriff, president of D2 Brands at Delta Galil, said in the announcement.

The news comes as Adidas said in March that it intends to double its eCommerce business over the next half of a decade as it migrates to a DTC-led strategy geared toward 12 global megacities and bolsters attention on attracting more women while enhancing its sustainability.

PYMNTS reported in March that Adidas and Peloton were joining forces to build out a new collection of athletic clothing and lifestyle gear.

The Adidas x Peloton SS21 line was developed with Peloton instructors Cody Rigsby, Robin Arzón and Ally Love.

“This is a versatile collection that encourages our members to work out how they want to, when they want to,” Rigsby said, as previously reported.