Course of Style: New Fashion Performance apparel from Adidas

Course of Style: New Fashion Performance apparel from Adidas

Adidas
Golf unveiled its surprising new direction for golf apparel this week
in New York. The new line is called Fashion Performance and it
represents an entirely new category for the company, one of the
industry leaders.

The company held its fashion
show at the Milk Studios, in a penthouse overlooking the Hudson River,
where waiters passed out itsy-bitsy hors d’oeuvres (kind of a
trend these days) amid displays of Adidas shoes and white TaylorMade
clubs,

The white drivers have given
TaylorMade a market share of more than 40 percent in woods and 18
tournament wins, according to Mark King, chief executive of
TaylorMade-adidas.

King added that Adidas deserves
credit for changing the standard golf “uniform” —cotton polo
shirt and khakis—toward a more
technical, athletic look over the last 10 years.

The Fashion Performance
collection moves the well-known, technology-laden Adidas approach in a
wilder and younger direction. It features very bright colors and bold
color-blocked designs; youthful, street-inspired shapes; and a retro
Adidas logo printed on an oval badge. The clothes retain many Adidas
trademarked performance features, like fast-drying ClimaCool fabrics.

“It’s more street styling, but
you can play it on the golf course,” said Tiss Dashan, the senior
director for global design for Adidas Golf. “Technology is what we do.
Our testing ground is the Tour.”

The new clothes will be worn on
Tour by Jason Day, who appeared in a short video clip.

In conjunction with the launch
of Fashion Performance, Adidas Golf also has introduced a line of
colorful footwear, adiSTREET, featuring spikeless shoes with full-grain
leathers. Some Adidas executives were wearing them at the event,
showing that the shoes, which rubber traction lugs instead of spikes,
can be worn off the course.