Adidas Originals and ASOS debut feminine womenswear collaboration in London pop-up

adidas Originals and ASOS have taken one of sportswear’s most recognisable codes and given it a softer, more styled edge. The third womenswear collaboration trims the brand’s athletic backbone with cinched waists, bold patterns, contrasting trims and elevated textures, turning familiar adidas language into pieces that read closer to fashion than gym kit.

The edit arrived online and in the ASOS app on April 16, with a limited pop-up inside adidas’ Oxford Street flagship running through April 21. That in-store debut matters. It moves the partnership beyond a screen-first drop and into a more tactile retail moment, exactly the kind of setting that helps shoppers decide whether they want pure activewear or something that sits neatly between the studio and the street.

The collection spans 27 pieces and pushes into a more expressive register than the earlier releases. ASOS Style Feed highlighted funnel-neck shirts, lace-hem shorts and peplum silhouettes, details that change the feel of adidas staples without stripping away their sporting identity. The silhouette story is the real shift here: where classic adidas often leans into straight lines, elastic waists and utility, this drop introduces shaping at the waist, sharper finishes and enough romance to make the clothes feel dressed, not merely dressed down.

That approach builds on a collaboration that is already proving commercially sticky. ASOS said the first two collections sold out and generated strong social engagement, a sign that the partnership has struck a nerve with Gen Z shoppers who want recognisable brands but less predictable styling. Collection 01, which launched on July 15, 2025, was positioned as a bespoke womenswear runway collection designed in-house by ASOS using adidas heritage. Collection 02 followed on October 30, 2025, with prices ranging from £40 to £350 and sizes from XS to 3XL, giving the franchise a broader commercial reach than a typical hype drop.

For ASOS, the adidas project has become part of a larger transformation story, one of the new customer experiences it has used to sharpen its fashion credentials. For adidas, the Oxford Street pop-up adds another layer of theatre to a collaboration built on familiar iconography. The enduring appeal is clear: keep the stripes, the sport and the instant recognition, then rework them just enough to make them feel newly desirable in a wardrobe that wants polish with its comfort.