Adidas launches a full line of fragrances with Coty

This summer, Adidas-sponsored athletes visiting the House of Adidas during the Paris Olympics had the opportunity to celebrate their performances with the German sportswear and equipment brand and discover its new footwear and sportswear products, as well as its latest licensed lines. Marcolin presented a new model of sports glasses, Dunamis, worn by Olympic champion Noah Lyles in the 100m sprint, and Coty presented the new Adidas perfume collection.

The master perfumers of the century-old Coty brand, Gabriela Chelariu, Ilias Ermenidis, Fabrice Pellegrin, Emilie Coppermann, Marypierre Julien and Frank Voelkl, have developed not just one fragrance, but a line of six perfumes in collaboration with Adidas. The line is called Vibes and features playful, ultra-colourful packaging, with rounded bottles and a palette of vibrant primary colours. The range was first tested in Paris, in the beauty section of three branches of the mass-market chain Monoprix, before its official launch in September. Adidas and Coty have recently revealed the ambassadors who appear in the social media campaign for the Vibes line, whose unisex codes are clearly aimed at Gen Z consumers. They are French athlete Sasha Zhoya, American pop artist Ava Max and American gymnast Nia Dennis.

“This is the first time we have launched six fragrances simultaneously. It is the result of a joint effort between Adidas and Coty,” says Guillaume de Vitton, vice-president in charge of Adidas licensing at Coty, stressing that the relationship between the two groups has been established for several decades. “We have been working together for a long time, in particular with the Ice Dive perfume, a best-seller launched in 2001,” he adds.

Ice Dive is still on the market. Its scent is virile, fresh and sporty, packaged in a bottle reminiscent of an ice cube. Just over 20 years later, the sporting world has changed, as have consumer attitudes, and Coty has taken a different approach to creating the new line. “Our aim is to reflect the moods and emotional well-being of our customers,” says de Vitton. “For the first time in a mass-market line, we have turned to neuroscience and semiotics, for example, analysing facial reactions. Our research has allowed us to optimise scent combinations, creating fragrances that generate a positive feeling,” he adds. Coty’s consumer tests found that 81% of respondents said wearing Vibes perfumes improved their sense of well-being, and 85% of them felt a positive impact on their mood.

To cover a full range of moods, the perfumes have been paired together. Those seeking a sense of escape can choose between ‘Full Recharge’, with notes of cedar leaf and sage, and ‘Happy Feels’, with notes of grapefruit and jasmine. For moments of relaxation, the choice is between ‘Chill Zone’, with notes of lavender and vanilla, and ‘Get Comfy’, a more acidic scent with vanilla and mandarin. Finally, for moments of energy, the scents are ‘Energy Drive’, with cardamom and spicy pink pepper, and ‘Spark Up’, a combination of sweet orange and black pepper. The line will be promoted with colourful displays in the selective perfumery channel, and is available in 30ml, 50ml and 100ml bottles.