ASOS and Adidas Originals are launching their first menswear collection, expanding a partnership that previously covered three womenswear collections.
The line opens to ASOS WORLD loyalty customers on July 29, 2026 and to all global ASOS customers from July 30.
For menswear buyers, the offer blends sportswear, tailoring cues and preppy pieces, with Noni Madueke fronting the campaign.
Fronting the campaign is league-winning Arsenal FC and England footballer Noni Madueke, whose international influence on and off the pitch reflects the growing connection between sport, personal style and culture. Known for his distinctive personal style, Madueke brings an authenticity that reflects the spirit of the collection.
Signature adidas Originals pieces are reimagined with a tailored edge. The Firebird tracksuit appears in a soft brown check, while classic track pants are crafted in suiting-inspired fabrications that reflect the continued influence of tailoring within contemporary menswear. Overshirts and knitwear featuring the iconic 3-Stripes sit alongside more refined silhouettes, creating styling opportunities that move effortlessly between casual and more elevated looks.
Preppy influences including rugby shirts and knitted vests further reinforce the crossover between sport and style, creating a curated wardrobe built around versatility. Sharpe proportions, premium suede and heritage-inspired prints add depth throughout the collection, while heavyweight knitwear and elevated fabrication ensure each piece feels considered and fashion-led.
A tonal palette of brown, tan and neutrals is punctuated by pastel blue and green accents, creating a collection designed to slot naturally into existing wardrobes while maintaining a confident point of view.
Hero products
– adidas Originals x ASOS Checked Track Jacket, £100
– adidas Originals x ASOS Checked Track Pants, £80
– adidas Originals x ASOS Knitted Stripe Rugby Polo, £85
Following the huge success of three standout womenswear collections, expanding our partnership with ASOS into menswear was a natural next step, opening up an exciting opportunity to bring adidas Originals to an even broader audience. Marking this new chapter alongside adidas athlete Noni Madueke helps further connect our sporting heritage with today’s fashion landscape, Steve Marks, VP Brand, adidas North Europe.
The success of our womenswear partnership gave us the confidence to take the collaboration into menswear for the first time.
At a moment when sport is shaping culture and personal style in ways that feel impossible to ignore, we wanted to create product that reflected how our customers want to dress today. By reinterpreting iconic adidas Originals silhouettes through our British fashion lens, we’ve created a collection that brings together sport, fashion and self-expression in a way that feels relevant to modern menswear. Vanessa Spence, Executive Vice President, Brand and Creative at ASOS.
Customers can access the collection exclusively on ASOS and virtually try on select styled looks to see themselves (or a virtual model of their choice) in the outfits and share them with friends. The virtual try-on capability, powered by AI fashion plat form AIUTA, is available globally on the iOS app.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk
