Adidas Canada and Indigo are joining forces for a loungewear and Lego kids’ collection sync up.

Signature and exclusive Adidas apparel are now available at both Indigo.ca and select Indigo stores, including Toronto’s Eaton Centre, three other GTA locations, and one each in Vancouver and Montreal.

It’s part of Indigo’s mission to prioritize well-being, says the company’s CEO Peter Ruis, who notes that the retailer is investing in products that align with people’s lifestyles.

Adidas joins Indigo’s community of wellness brands, offering products from the Adidas women’s studio and loungewear collections. Consumers can expect to see everything from yoga pants to after-workout essentials available both in store and at Indigo.ca. Indigo is also the first and only third-party retailer across Canada to carry the Adidas Lego kids’ collection.

The move by Indigo is part of a broader pivot to connect with a younger consumer. This has entailed not only bringing on a wider assortment of new vendor partners, but also trying to reach that target via an exclusive partnership with TikTok Canada as its book club partner.

This summer, Indigo announced it selected Cossette as its AOR and that it has tasked the shop with helping the retailer amplify its brand purpose of helping customers “live their best lives” through both its books and its growing selection of lifestyle and décor products.

To bring the collab to life, Adidas and Indigo will host a series of in-store events and activations. The first will begin in November, focused on kids, and will include an interactive experience available at no charge and open to everyone who visits the store.

Indigo and Adidas will be announcing event dates and details in the coming weeks via their social channels.

Alim Dhanji, president of Adidas Canada, echoed Indigo’s commitment to embrace wellness, saying sports and wellness are at the heart of what the brand does.

The German footwear and apparel brand just opened a halo concept large-format store in Toronto, a concept that debuted in Dubai in 2021.

And this summer, Adidas deepened its retail commitment when it announced a new and enhanced partnership with Foot Locker “built around product innovation, elevated experiences and deeper consumer connectivity.” The announcement includes all Foot Locker banners in North America, EMEA and Asia-Pacific.

Hill and Knowlton and Media Profile are providing communications support for the Indigo/Adidas announcement.