adidas Athletics Introduces 36 HRS Collection With The First Z.N.E. Primeknit Hoodie

adidas Press Release

adidas today introduces 36 HRS, the latest collection from adidas Athletics featuring the first fully Primeknit hoodie and pants. The line, designed for athletes on the move, contains the most premium materials in a Z.N.E. to date.

To introduce the new collection, adidas partnered with the CNCPTS retail team in Boston to create and host a fully immersive event spanning across 36 hours. Recreating aspects of the athlete’s experience when traveling for an away game, the activation started with a trip to New York for select content creators, including DJ Brittany Sky, rapper Bia and photographer Ryan Parrilla and others, to see the Boston Celtics and Brooklyn Nets game. After the game, attendees flew to Boston to attend the 36 HRS launch preview at the recently-opened adidas x CNCPTS collaborative boutique, which attracted a who’s who of the city’s streetwear community and included an appearance by Marcus Smart, of the Boston Celtics.

To further unveil 36 HRS, adidas Athletics is launching a campaign featuring DJ and entrepreneur, Hannah Bronfman and women’s professional tennis players, Garbiñe Muguruza and Angelique Kerber, Rookie of the Year Dak Prescott of the Dallas Cowboys, Super Bowl MVP Von Miller of the Denver Broncos, Rookie sensation Juju Smith-Schuster of the Pittsburgh Steelers, the number one overall pick of the 2017 NFL draft Myles Garrett of the Cleveland Browns and Gareth Bale of Real Madrid among others. 

Photos taken by Ryan Parrilla.