- Noni Madueke fronts the first-ever menswear collection from the Adidas Originals x ASOS partnership, its fourth overall drop.
- The line launched July 29 for ASOS.WORLD loyalty members, and globally on July 30.
- Womenswear duties for Collection 04 went to boxer and model Ramla Ali, continuing a run of three prior sell-out women's collections.
- Madueke, an Arsenal FC and England winger, is already an Adidas athlete on the football side, giving this campaign a natural tie-in rather than a fresh signing.
Noni Madueke is the face of a new chapter for Adidas Originals and ASOS: their first-ever menswear collection. The range went live for ASOS.WORLD loyalty shoppers on July 29 and to everyone else the next day, following three successful womenswear-only drops.
The collection reworks Adidas Originals staples through what the brand calls a “British fashion lens,” mixing tailoring with sportswear. Standouts include a brown-check Firebird tracksuit, suiting-inspired track pants, 3-Stripes knitwear, overshirts, rugby shirts, and knitted vests.
Steve Marks, adidas North Europe’s VP Brand, said the womenswear line’s success gave the brands confidence to expand into menswear. Alongside Madueke’s shoot, the fourth womenswear collection is fronted by boxer and model Ramla Ali.
Madueke, 24, joined Arsenal from Chelsea in July 2025 and lifted the Premier League title in his first season at the club, part of Arsenal’s first championship in 22 years.
He’s already an Adidas athlete on the pitch, regularly wearing the brand’s F50 boots for club and country, making the ASOS tie-in a natural crossover rather than a new signing.
This is a busy year for Adidas’ celebrity-driven marketing. The brand has also put Anthony Edwards at the center of a CLOT-designed Superstar sneaker campaign, while its football roster continues to lean on marquee names: Lionel Messi and Lamine Yamal fronted an Adidas LA Final campaign, and Jude Bellingham and Yamal starred in a Predator and F50 launch.
Beyond football, Adidas has recently worked with names like Samuel L. Jackson, James Harden, JENNIE, and Kendall Jenner on other campaigns this year.
Takeaways
This is less a new signing and more Adidas activating a footballer it already has under contract, using ASOS’s fashion audience to stretch his relevance beyond the pitch. It also signals ASOS betting that menswear shoppers respond to the same “sport-meets-style” pitch that’s worked for its womenswear range.
Does putting a footballer front and center help ASOS’s menswear line stand out, or would a non-athlete have broadened its appeal further? Could this be the start of more solo fashion deals for Madueke outside of adidas?
