For Spring/Summer 2011, adidas reinvents wardrobe must-haves with the adidas NEO LABEL, an assortment that fuses sport and style, creating casual head-to-toe looks for young, style-minded consumers. adidas NEO LABEL first debuted in the U.S. and China in July 2008 and has since expanded to most European countries and Japan.
This season, adidas NEO LABEL introduces the GO Squad, a group of up-and-coming teens that embody the NEO LABEL identity and are actively pursuing their respective passions. Featuring an array of rising musicians, models, actors and fashion icons, the Squad unites Trace Cyrus (U.S.), Jessica Brando (Italy), Tal (France), Chau PakHo (Hong Kong), Angela Yang ‘Angelbaby’ (Hong Kong), Anita Bhoumik (Russia) and Kylee (Japan). The GO Squad, created to bring together an international group of talented and passionate young men and women, exemplifies the personal style of NEO LABEL, radiating a fresh, active and approachable vibe.
Led by the Go Squad, NEO Label is bringing online games to the web like never before. Connected to fans and friends through Facebook, Twitter, Mixi, QQ and Vkontakte, NEO Label is the first brand to launch two motion detected webcam games that can be played directly within the Facebook news feed. Go Bowl or Go Trike by moving in front of your webcam to power up and control the ball or trike to sweet success. While you play, NEO Label is secretly recording your Go Face, that face you make when you’re getting your game on. After the laughter subsides, share your Go Face through your favorite social network and tempt your friends to play. Additionally the website will host simple user generated animated gifs that allow the user to “snack on a sneaker, karate chop a water bottle or create the ultimate sneaker rainbow.”
The collection offers the fashionable teen an assortment that inspires individuality and self-expression, while offering design that reflects the latest trends. Keeping the interests of the style-forward teen in mind, the assortment includes customized pockets for MP3 players and holes for headphones worked into apparel and bags, creating fashionable solutions for the dynamic, young consumer.
The guy’s assortment features graphic tees, cargo shorts and hoodies in vivid colors and patterns. Updated sneakers in primary, neutral and neon hues, flip-flops and graphic backpacks offer on-trend accessories that compliment the laid-back apparel. The guy’s collection also incorporates inspiration from world-renowned athlete and style icon David Beckham, featuring classic American sportswear with a polished touch that will be available exclusively at Kohl’s. The collection’s basic sport-inspired styles incorporate extensive detailing, creative fading, and bold plaids and stripes.