This summer, Adidas-sponsored athletes who visited the Adidas House during the Paris Olympics had the opportunity to celebrate their achievements with the German sports clothing and equipment brand, as well as learn about the company’s new footwear and sportswear goods, as well as its latest licensed lines. Marcolin introduced Dunamis, a new kind of sportsglass used by Olympic winner Noah Lyles in the 100 m sprint, while Coty launched the new Adidas perfume collection.
Gabriela Chelariu, Ilias Ermenidis, Fabrice Pellegrin, Emilie Coppermann, Marypierre Julien, and Frank Voelkl, master perfumers of century-old Coty, have collaborated with Adidas to create a collection of six perfumes rather than just one. The Vibes collection is known for its bright, colorful packaging, which includes rounded bottles and a palette of bold primary colors. The collection was first tested in Paris in the beauty section of three Monoprix mass-market stores before its formal introduction in September. Adidas and Coty recently revealed the ambassadors that will appear in the Vibes line’s social media campaign, which has unisex codes aimed squarely at Gen Z customers. They are Sasha Zhoya, a French athlete; Ava Max, a US pop performer; and Nia Dennis, a US gymnast.
“This is the first time we’ve launched six scents all at once. It is the outcome of a co-design effort by Adidas and Coty,” said Guillaume de Vitton, Coty’s vice president in charge of the Adidas license, emphasizing the two companies’ long-standing connection. “We have been working together for a long time, notably with the best-selling Ice Dive perfume, launched in 2001,” according to him.
Ice Dive remains on the market. It has a masculine, fresh, and sporty aroma and comes in an ice cube-shaped bottle. Just over 20 years later, the sporting world has evolved, as have customer perceptions, and Coty has taken a different approach to developing the new collection. “Our goal is to reflect the moods and emotional well-being of our customers,” she stated. “For the first time in a mass-market line, we have used neuroscience and semiotics, such as facial reaction analysis. Our study has allowed us to improve scent combinations, resulting in fragrances that elicit a pleasant response,” he continued. According to Coty’s consumer tests, 81% of interviewees reported that wearing Vibes scents boosted their sense of well-being, and 85% of them experienced a good impact on their mood.
To cover a wide spectrum of emotions, the scents have been paired up. Those seeking a sensation of retreat can choose between ‘Full Recharge’, with notes of cedar leaf and Clary sage, and ‘Happy Feels’, with grapefruit and jasmine. For moments of relaxation, choose between ‘Chill Zone’, which has lavender and vanilla, and ‘Get Comfy’, which contains vanilla and tangerine. Finally, for those active moments, the aromas are ‘Energy Drive’, with cardamom and fiery pink pepper, and ‘Spark Up’, with sweet orange and black pepper. The line will be promoted with colorful displays in the select perfumery channel and is available in 30 ml, 50 ml, and 100 ml bottles.
