This summer, Adidas athletes attending the Adidas House during the Paris Olympics were given a unique opportunity to celebrate their performances while engaging with the brand’s latest innovations. Alongside the debut of new footwear and sportswear products, two major collaborations stole the spotlight—Marcolin‘s release of its new sports glasses model, Dunamis, worn by 100m Olympic champion Noah Lyles, and Coty‘s unveiling of the vibrant Adidas Vibes perfume line.
A New Era in Fragrance
Created in collaboration between Adidas and century-old beauty brand Coty, the Vibes perfume line features six distinct scents aimed at Gen Z consumers. Each fragrance is housed in ultra-colorful, rounded bottles, adorned with vibrant primary colors that reflect the youthful, energetic spirit of the brand. The line debuted in Paris at select Monoprix locations before its official global release this September.
The fragrances have been designed by renowned Coty perfumers—Gabriela Chelariu, Ilias Ermenidis, Fabrice Pellegrin, Emilie Coppermann, Marypierre Julien, and Frank Voelkl—each bringing their expertise to craft scents that go beyond the typical sports fragrance. According to Guillaume de Vitton, Vice-President of the Adidas license at Coty, this marks the first time Coty has launched six fragrances simultaneously. “This is the result of a co-design effort by Adidas and Coty,” he said, emphasizing the decades-long relationship between the two brands.
From “Ice Dive” to “Vibes”
Coty and Adidas have collaborated for many years, with one of their most iconic perfumes, Ice Dive, remaining a best-seller since its 2001 debut. The perfume, known for its virile, fresh, and sporty scent, has maintained its place in the market with packaging that resembles an ice cube. However, the introduction of the Vibes line signifies a new direction in the Adidas-Coty partnership, reflecting changes in consumer behavior and the sporting world over the past two decades.
“Our goal is to reflect the moods and emotional well-being of our customers,” explained de Vitton, highlighting Coty’s use of neuroscience and semiotics in the development of this new range. For the first time, Coty tapped into advanced research tools, such as facial reaction analysis, to optimize scent combinations and create fragrances that generate positive emotions. In fact, consumer tests showed that 81% of participants felt an improvement in their sense of well-being when wearing the Vibes perfumes, and 85% reported a positive effect on their mood.
Fragrances for Every Mood
The six perfumes in the Vibes line are designed to reflect a full range of emotions, with each fragrance tailored to evoke a specific feeling. The line offers pairs of scents for moments of escape, relaxation, and energy:
- Full Recharge (cedar leaf and clary sage) and Happy Feels (grapefruit and jasmine) are ideal for those seeking a sense of escape.
- Chill Zone (lavender and vanilla) and Get Comfy (vanilla and tangerine) are designed for relaxation.
- For energetic moments, Energy Drive (cardamom and spicy pink pepper) and Spark Up (sweet orange and black pepper) will uplift the wearer.
The perfumes will be available in 30ml, 50ml, and 100ml bottles, with colorful displays set to promote the line in selective perfumeries.
Ambassadors for a New Generation
To connect with Gen Z consumers, Adidas and Coty have enlisted a diverse group of ambassadors for their social media campaign, including French athlete Sasha Zhoya, US pop artist Ava Max, and US gymnast Nia Dennis. These figures embody the dynamic, youthful energy that the Vibes line seeks to capture, and their involvement helps reinforce the line’s unisex appeal.
The new Adidas Vibes perfume line by Coty is more than just a fragrance collection—it’s a bold statement about how scent can influence mood and well-being, perfectly aligning with the energetic, inclusive ethos of Adidas and Coty. This innovative approach to fragrance design is sure to resonate with the next generation of consumers.
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