ASOS x Adidas Originals Finally Come for Menswear

By Shweta Sonali — 2026-07-27

The Firebird tracksuit now comes in a soft brown check. That either sounds absurd to you, or it doesn't.

ASOS and Adidas Originals have just announced their first menswear collection together — which, as far as I can tell, is a mildly overdue move given that their womenswear partnership has now run to four collections. The men had to wait. They always do.

How We Got Here

Fibre2Fashion reports that the two brands built this on the back of three previous womenswear drops, which apparently went well enough to justify the expansion. Actually, that's not quite right — FashionNetwork notes the womenswear side is simultaneously getting its fourth collection, so both things are dropping at once. The men's line is the debut. The women's line just keeps going. Something like that.

Steve Marks, VP Brand at Adidas North Europe, described the expansion into menswear as "a natural next step," which is the sort of phrase that gets deployed when something was obviously going to happen but took a while anyway.

What's Actually in the Collection

The clothes are built around a particular tension that menswear has been playing with for more than a decade now — the idea that a tracksuit and a tailored jacket are not, in fact, enemies. The Firebird, which is about as Adidas Originals as it gets, turns up here in that brown check. Classic track pants arrive in suiting-inspired fabric. There are overshirts, knitted vests, rugby shirts, and 3-Stripes knitwear sitting alongside what the brand calls "more refined silhouettes." The palette runs tonal — browns, tans, neutrals — with pastel blue and green doing light interruption duty.

Deliberate, more or less.

The official ASOS press release frames the whole thing as something "rooted in adidas Originals' sporting heritage and reimagined through ASOS' British fashion lens" — which is the collaboration pitch in concentrated form. Whether the actual clothes deliver on that is a different question, and one that requires looking at them.

Prices run from £65 to £300, per TheIndustry.fashion. The hero pieces — a checked track jacket at £100, checked track pants at £80, and a knitted stripe rugby polo at £85 — sit in the middle of that range. Reasonable, given the positioning.

Noni Madueke, and the Sport-Fashion Pipeline

Arsenal and England footballer Noni Madueke is fronting the campaign. TheIndustry.fashion notes he leads the menswear campaign while professional boxer and model Ramla Ali fronts the womenswear side — a pairing that makes a certain kind of sense for a collection about sport bleeding into everyday dress. Madueke is known for caring about clothes in a way that feels genuine rather than managed. That matters, or at least it's meant to matter, for a drop like this one.

The broader context here isn't nothing. TheIndustry.fashion also points out that Adidas reported a 14% increase in currency-neutral revenues to €6.6 billion in Q1 2026, with e-commerce up 25%. The Originals sub-brand sitting inside that kind of momentum makes a collab with ASOS — which has 17 million active customers across 150 markets — look less like a creative experiment and more like a distribution play dressed up in brown check.

One More Thing Worth Noting

The drop comes with an AI-powered virtual try-on feature, available on the ASOS iOS app, letting customers see selected looks on themselves or a virtual model before buying. It's powered by a platform called AIUTA. Whether anyone uses it for a knitted vest is genuinely unclear to me.

The collection goes live on 29 July for ASOS.WORLD loyalty members, and 30 July for everyone else. Globally. So if you've been waiting on a suiting-fabric track pant from two brands you already own things from, your moment has arrived.

The Firebird in brown check is either the whole point, or a detail that won't survive next season.