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adidas new HIIT collection celebrates the euphoric feeling movement brings for the next generation

adidas has introduced its dedicated HIIT collection for new gen men and women, created with sweat-wicking materials to help keep athletes feeling cool during high intensity movement.

Arriving at a time when the next generation is in need of physical and emotional release, the collection and campaign are a celebration of the euphoric feeling HIIT brings and the energy and focus it can bring to other areas of life.

As the world faces a time of extraordinary change, recent findings highlight the extent to which this period has impacted the next generation. According to research, 58% of teens and young adults have experienced screen fatigue as a result of the pandemic, 74% have witnessed feelings of isolation and disconnection and a staggering 56% believe humanity is doomed. Although there is no quick fix, studies have shown HIIT workouts release serotonin, a ‘happy hormone’ believed to have a positive effect on both physical and emotional wellbeing.

To support a generation that is arguably most over exposed to pressure and provide them with a HIIT of positivity this summer, adidas will be hosting free classes at adidas Studio LDN, every Thursday throughout August. Classes will be led by fitness instructors specialising in HIIT formats, where they will celebrate letting go of performance times and personal bests and instead focus on the post-workout euphoria the sport brings.

Alongside this, adidas will also be releasing a series of HIIT workouts on the adidas Training app over the summer, available for free for all premium and non-premium users. To sign up, head to the adidas Training app.

Building on adidas’ mission to help end plastic waste, each piece in the collection is made in part with recycled materials. Fusing iconic colour-blocking prints and streamlined silhouettes, the performance apparel incorporates adidas’ AEROREADY and HEAT.RDY technologies to maximise airflow and help athletes feel cool and dry, however they HIIT.
Key pieces include:

Women’s:

• Best LVL Tight: Tailored to the body’s dynamic movements, the tight provides a second skin feel and incorporates innovative AEROREADY technology to help keep athletes feeling dry and in the zone. Combing laser perforation with reflective heat transfer, the tight provides slick support for the most intense of workouts.

• HIIT Crop Top: With its sleek fit and colour blocking design, this training crop top provides ultimate support thanks to its racer back, and features AEROREADY technology to help keep athletes feeling dry and in the zone. The top is also made in part with recycled materials.

Men’s:

• D4T T-Shirt and Shorts: Incorporates breathable lightweight fabric with moisture wicking innovation, thanks to HEAT.RDY technology that maximises air flow and keeps athletes feeling cool. Fusing vivid edge design with breathable comfort, this corresponding set is sure to be a favourite.

Dani Romeril, Design Director at adidas, said: “Over the last few years, HIIT has continued to grow in popularity, particularly amongst the younger generation who are often strapped for time but want to fit some movement into their day. Although we have some of the best training apparel on the market, we wanted to create a dedicated collection specifically designed for this type of dynamic movement. The first step was understanding how the body moves and reacts in these conditions, and we used heat mapping technology to look at where sweat is formed and concentrated. Interestingly, this differs between men and women, so we had to take a different approach for each. These valuable insights were used to inform the product creation, and you’ll see design features like mesh inserts and HEAT.RDY technology that create more freedom and comfort during different exercises. It’s truly exciting to see this collection finally come to life, and we hope it supports and inspires the next generation as they move with purpose.”

Helping to bring the collection to life, next-gen fitness icon KT Franklin features in the campaign and reveals their HIIT tips and workout hacks.

Speaking on the campaign KTFranklin said: “I feel a very strong connection to HIIT and the confidence and positive release it brings me. I used to experience some gym anxiety, but HIIT gives me the flexibility to work out where I feel comfortable. It has changed my mindset towards myself, making me feel strong and energized. I truly believe it is a powerful space for the next generation. It’s so exciting to see adidas release a dedicated HIIT collection that celebrates this, and I hope it inspires more young people to embrace the sport and experience the euphoric feeling you get after a sweat session.”

Head to https://www.instagram.com/kt.franklin/ to see how they move.

The adidas Fall / Winter 22 HIIT collection is available worldwide from August 23 on adidas.com/HIIT, in stores and via the adidas app.

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