Adidas Athletics unveiled its latest collection this week, dubbed 36 HRS, which features the first fully Primeknit hoodie and pants.
Designed for athletes on the move, the line is made of the most premium materials in a Z.N.E. to date.
To introduce the offering, Adidas partnered with the Boston retailer CNCPTS for a fully immersive event spanning across 36 hours. Recreating aspects of the athlete’s experience when traveling for an away game, the activation started with a trip to New York for select content creators — including DJ Brittany Sky, rapper Bia and photographer Ryan Parrilla and others — to see the Boston Celtics and Brooklyn Nets game. After the game, they flew to Boston to attend the 36 HRS launch preview at the recently-opened Adidas x CNCPTS collaborative boutique.
“I am constantly on the move, regularly travelling between countries and continents for matches. Comfort and style is therefore essential for me, so the new adidas Athletics Z.N.E. Primeknit range is the ideal travel companion,” said tennis player Garbiñe Muguruza, who is featured in the campaign.
The Adidas Z.N.E. Hoodie has pre-shaped sleeves, providing freedom of movement, while the breathable material makes for a comfortable travel because Primeknit is light and wrinkle-proof and easy to pack and fold. The hoodie and matching pants retail for $180 USD and $120 USD, respectively.
The Adidas Athletics 36 HRS collection drops Dec. 4 online, at select adidas stores and other retailers, such as the adidas x CNCPTS concept store.