Adidas ( has announced that it will launch a new fashion-focused “Basic” line within its Sport Style division. The collection, which will start with apparel and footwear and later add accessories, will enter the market in autumn/winter 2008 with entry-level price points.

“This concept refers to a general development in the market, where a lot of brands take their inspiration from the sport and create products with sport lifestyle,” says Hermann Deininger, chief marketing officer of the Sport Style division.

The new line will target existing channels, along with shoe stores and volume department stores such as JCPenney in the US, Sportswear in the UK and Decathlon in France. Deininger says that discount stores and chains will not be courted, however.

At the beginning of 2007, Adidas changed its structure from the three divisions – Originals, Style and Performance – to only two divisions, Sport Style and Sport Performance. Sport Style now encompasses Adidas Originals, Fashion and the new Basic line.