Adidas has introduced a new athletics franchise called the VRCT jacket, positioning it as a canvas for self-expression and individuality. The product targets creators, including athletes, who want to showcase their personal beliefs through apparel. Inspired by the classic varsity jacket worn by high school and college students globally to display team pride, this version reworks the bomber aesthetic into a sleek, modern fit.
A Design Built for Movement
The garment features flexible, lightweight material designed to offer maximum freedom of movement. A soft double-knit fabric ensures the jacket remains comfortable enough for year-round wear. Consumers can interact with a special “WeRepresent Zone” at the launch event to customise badges and attach them to the jacket. This physical customization process mirrors the digital freedom the brand aims to promote, though it remains to be seen if this level of interactivity is sustainable for mass retail.
Championing Individuality
To promote the collection, the company highlighted women athletes who have overcome significant challenges both on and off the field. National icons like heptathlete Swapna Barman, squash player Dipika Pallikal, boxer Simranjit Kaur, and sprinter Hima Das served as the campaign’s leading voices. At the launch, the athletes led a panel discussion about their journeys, emphasizing the importance of staying true to oneself.
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Swapna Barman spoke about adopting her imperfections. “Adopt your flaws and wear them like an armour so no one can use them against you,” she said. “I believe my imperfections have been my biggest motivation to succeed. I’m so happy to be working with Adidas on the Adidas VRCT jacket that allows me to own and celebrate by imperfections.”
Manish Sapra, Senior Marketing Director of Adidas India, also addressed the audience of ambassadors. “Adidas has always inspired athletes through products and campaigns,” Sapra stated. “Today’s youth, whom we refer to as creators, are looking for various avenues to express their creativity and individuality. Through the VRCT jacket, we are providing the youth of today a platform to show what they stand for.”
Personalizing the Message
Available across select retail stores and online, the VRCT jacket is priced at Rs. 6,999 for both men and women. The design includes a classic Adidas ‘A’ team badge that can be interchanged with eight other badges, each carrying a distinct message. These include AUTHOR, I’MPERFECT, FAMILY, BRAVE, SACRIFICE, OCEAN LOVE, RKFC, and ALL ROUNDER.
