In 2026, consumers are more focused on their health than ever before. People are spending more time in the gym; zeroing in on wellness and longevity; and even planning their holidays around fitness and wellness offerings. And they want to look good doing it.
It’s why Adidas is partnering with Los Angeles-based ready-to-wear brand Entire Studios on a new Performance line. Adidas has launched few fashion collaborations under its Performance line (which sits alongside Adidas Originals, which fashion collabs typically fall under, and Sportswear), bar launching Adidas by Stella McCartney over 20 years ago, and a more recent football collab with Y-3 (Yohji Yamamoto’s label with Adidas). It’s done many fashion collaborations, from Wales Bonner and Willy Chavarria, but these have all fallen under Originals. Now, consumers are demanding elevated aesthetics to match a product’s technical capability.
“Training and running are absolutely exploding with the consumer,” says Aimee Arana, global SVP of Adidas sportswear and training. “But we’ve seen this really interesting intersection right now where fashion and style is integrating into the gym. This seamless, versatile lifestyle opportunity has been emerging. In today’s world, not just our athletes, but the everyday consumer expects not only the best in terms of performance, but they expect the best in terms of style. There is no compromise.”
The collection marks Entire Studios’s first foray into athleticwear. “The whole thing about [Entire Studios] is that it’s the entire wardrobe. So it’s us looking into the next steps of the expansion of that,” says co-founder Sebastian Hunt. It’s also Entire’s chance to put their spin on the category, says Dylan Richards Diaz, co-founder and creative director. “Personally, I could never find performance or workout wear that felt like me. The moment I put on traditional athleisure — which so often defaults to the same visual language — it felt like my personality disappeared.”
The teams have been working together since 2024, and the result is a 26-piece collection that includes form-fitting workout gear (sets and one pieces for women; tanks and shorts with layered bike sorts underneath for men), with zip-up jackets, windbreakers and sweatsuits to layer on top, in line with Entire’s wardrobing ethos. It also includes a reimagined Lightblaze POD sneaker silhouette, as well as a new Ace silhouette designed with the Entire team. The first collection comes in earthy taupe, browns and red (“we always like to have a pop of color, Hunt says) — no neons here. The collection will be available on February 5.
Working with an established sportswear player was key for Entire, which lacks the technical know-how to do true performance pieces. “There are so many things that we wouldn’t look at if we were to do something [like this] ourselves: can you squat in these? This fabric is going to wear. What are these leggings specifically used for? So it was really good to have a team behind us that allowed us to focus on design, and for them to be able to then take it to the technical part and identify fabrics that work,” says Hunt.
For Adidas, Entire’s design savvy lends fashion credibility, just as the likes of Wales Bonner’s does for the brand’s more leisure-focused lines. The impetus for a fashion-forward performance line was the consumer demand for cooler products, Arana says. “This collection was created for the consumer that is trend aware and looking for a bit of that edge to stand out in what we’re seeing as the sea of sameness.” It’s also a way for Adidas to add its own edge, as the activewear space becomes crowded with challenger brands from On to Vuori, and luxury fashion and ready-to-wear brands carve out their own slice of the pie (like Balenciaga’s upcoming TechWear line) or partner with existing players to do so (like NikeSkims).
The fashion focus is reflected in the campaign, photographed by Szilveszter Makó, who has recently shot editorials such as Rama Duwaji’s first feature for The Cut and Elle Fanning’s surrealist cover for Who What Wear. Makó and Richards Diaz have admired one another’s work for almost a decade, the designer says. “His signature aesthetic helped shape the campaign into a clear visual expression of the blend between high-fashion design and performance,” Richards Diaz says.
This new collection also represents a slight shift in strategy for Adidas; a breaking down of what were formerly very rigid categories that together made up the Adidas brand. The entire collection spans a host of Adidas’s Performance sub-lines (Optimé, Z.N.E. and D4T), and brings together Adidas’s Sportswear and Training (a Performance sub-category) categories into one drop, which is a first. It also embraces more fashiony aesthetics that would typically be relegated to Adidas Originals. “We tend to be traditionally super category-led. The consumer doesn’t think like that,” Arana says. “Bringing our franchises through this filter of lifestyle and performance and moving between the two is spot on to where the consumer is and fits squarely in our strategy to continue to push the edges and to be a bit more disruptive.”
The Entire founders agree that there was a gap to be filled, after feeling this gap themselves. “We knew there were others who wanted performance pieces that didn’t require them to leave their personality at the door,” Richards Diaz says. “This collaboration was about creating something that functions at the highest level while still feeling like an extension of personal style.”
Hunt and Richards Diaz are keen to tap into the community element of working out too, particularly being based in Los Angeles. “We do need to bring that community more in[to Entire], I feel like it’s there and we can further tap into it more,” Hunt says. “The wellness health vibe is just such a huge industry right now.”
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