Adidas & Les Mills Launch New Workout for Next-Gen Fitness Enthusiasts
Designed with Gen Z in mind, the new Lex Mills x Adidas collab is a strength-focused workout inspired by Pilates, Barre and power yoga
Adidas and Les Mills have unveiled a new science-backed strength program that is on-brand with the desires of younger fitness enthusiasts, such as building core control and functional strength.
With a strong mind-strong body approach, the latest workout comes as international research demonstrates that 16 to 26-year-old fitness enthusiasts prefer strength training as their top workout, and 68% enjoy working out in high-energy training environments, according to Les Mills, which has studied Gen Z extensively.
The data, collected from over 4,000 young fitness enthusiasts, also showed that 71% of Gen Z’ers enjoy bodyweight training, 63% practice Pilates and 57% engage in yoga sessions. Harnessing this information, Les Mills Shapes and Adidas provide a strength-focused workout inspired by Pilates, Barre and power yoga.
The data-driven workout with next-gen appeal is accompanied by the Dropset 2 and strength collection from Adidas, which is designed for strength-based workouts. To showcase the power of Adidas, Les Mills instructors sported the Dropset 2 and strength collection during the live filming of “Les Mills Shapes” at the LA Convention Center last week.
As 72% of young fitness enthusiasts have adopted a hybrid model, working out in the gym and elsewhere, Les Mills Shapes is available on both the Les Mills+ training app and in-gym.
The new Les Mills Shapes shows the group fitness creator is delivering on its mission to build a savvy omnifitness strategy. The company appointed two new executive team members last summer with plans to get people moving and introduce exciting, consumer-driven experiences. The latest workout follows a new Les Mills campaign featuring “Ted Lasso” star Brett Goldstein, targeting the 64% of Gen Z’ers who have yet to adopt a fitness routine.
The Adidas x Les Mills partnership is supported by membership rewards and benefits across adiClub and Les Mills+. Members of adiClub will receive discounts for the Les Mills+ training app subscriptions and can unlock adiClub points whenever they complete an in-app Les Mills workout.
As for Adidas, the activewear brand says the new workout unveils the next chapter of its collaboration with Les Mills.
“As we aim to build a community of stronger and happier people together in virtual and IRL spaces and push boundaries on the formats of what a workout can be, we also want to offer specifically tailored products – like the Dropset 2 and Strength collection – to help enable our community to achieve their fitness goals,” said Aimee Arana, general manager of sportswear & training for Adidas Global. “Together, we want to innovate the way you experience fitness. Together, we want to inspire millions more to move.”
Earlier this year, Adidas and Les Mills announced a brand partnership to accelerate immersive next-gen workout offerings, using live fitness experiences to inspire young consumers. Les Mills CEO Clive Ormerod said the partnership would redefine fitness for the upcoming generation.
“Acknowledging the changing needs of movers, we’re creating innovative new training programs to meet the expectations of the next generation,” Ormerod said of the new Les Mills Shapes workout. “We know the best workout is the one you actually do, so this partnership is built to deliver community, fitness, and joy – all the ingredients required for a motivating training experience that movers will keep coming back to.”
Ormerod added that the ongoing partnership with Adidas will inspire new experiences, including VR workouts.
