Adidas Vibes: What The Range Tells Us About Perfumery In 2025

The middle and upper end of the fragrance market get lots of attention. For obvious reasons. More glamour, more aspiration, more money to be made. But the budget and entry-level segment often tells you more about what’s going on and what most people can really afford. Case in point: Adidas Vibes, the range that was launched in 2024 and has found its way to South Africa in 2025.

Firstly, Adidas takes me back to the 1990s when I proudly wore Gazelles with almost everything. In recent years, in the highly lucrative sportswear category, Adidas has done increasingly well, thank you, with sales of €21.4 billion in 2023, although Nike still rules the sector.

DID YOU KNOW?

After founding the Dassler Brothers Shoe Factory in 1924, the conflict-ridden Dassler brothers went their separate ways after World War II. Rudolf Dassler founded Puma, and Adolph Dassler launched Adidas in 1949. Both companies are based in Herzogenaurach, Germany.

While billboards around Johannesburg have proclaimed the brand’s cool credentials, the fragrance offering lagged behind somewhat. Several have been created by top perfumers, including Maurice Roucel, Oliver Cresp, Harry Fremont, Fabrice Pellegrin, Emilie Coppermann, Frank Voelkl and Olivier Pescheux.

CONTEMPORARY FEELS

The fragrances needed a bit of a contemporary lift, which is where Adidas Vibes comes in.

Coty Inc, which has the licence for Adidas fragrances, has clearly been doing its homework on market trends and standards for Adidas Vibes.

As stated on the fragrance boxes (and elsewhere): vegan formulas, cap made with 96% recycled plastic, bottle made with 25% recycled glass and PROVEN TO MAKE YOU FEEL POSITIVE. This is quite standard stuff now, but the claim in caps is where things get really interesting.

The Adidas Vibes range taps into neuroscience:

“Any or all of the sciences, such as neurochemistry and experimental psychology, which deal with the structure or function of the nervous system and brain.

“Neuroscience is the study of how the nervous system develops, its structure, and what it does.

“Neuroscientists focus on the brain and its impact on behaviour and cognitive functions. Not only is neuroscience concerned with the normal functioning of the nervous system, but also what happens to the nervous system when people have neurological, psychiatric and neurodevelopmental disorders.

“Neuroscience has traditionally been classed as a subdivision of biology. It is an interdisciplinary science which liaises closely with other disciplines, such as mathematics, linguistics, engineering, computer science, chemistry, philosophy, psychology and medicine.” – Georgetown University Department of Neuroscience

In the realm of fragrance, we all know how smells, scents and fragrances can affect our mood. But neuroscience – and more specifically, neuroscent – makes this a scientific endeavour, with ingredients “proven” to elicit certain responses.

I’ve noticed a few niche brands following the neuroscent route: for example, Edeniste and Vyrao. The latter recently landed in South Africa.

THE ACTUAL SCENTS

Apart from its mood-boosting qualities, the Adidas Vibes line is all about simplicity, affordability, youthfulness and fun.

ADIDAS VIBES HAPPY FEELS EDP (Marypierre Julien): Sunny and sweet grapefruit and jasmine. My favourite.

ADIDAS VIBES CHILL ZONE EDP (Ilias Ermenidis): Relaxing lavender and vanilla.

ADIDAS VIBES SPARK UP EDP (Frank Voelkl): Invigorating sweet orange and black pepper.

ADIDAS VIBES GET COMFY EDP (Gabriela Chelariu): Soothing notes of vanilla and mandarin.

ADIDAS VIBES FULL RECHARGE EDP (Emilie Coppermann): Cedar leaf and clary sage. A modern and fairly sharp fougère.

ADIDAS VIBES ENERGY DRIVE EDP (Fabrice Pellegrin): Stimulating spice of cardamom and pink pepper.

WHAT’S NEXT?

Perhaps it’s the influence of Energy Drive, but I must try Vyrao asap.

I also need to delve into this neuroscience / neuroscent thing more, especially when Adidas claims: “Vibes EDPs are scientifically proven to elicit positive emotions. What’s more, upon consumers testing, at least 81% agree it makes them feel good, and 85% it boosts their mood.”

I wouldn’t be able to quantify my response to the various Adidas Vibes fragrances in the same way. But I can say the scents do have positive outcomes in terms of basic emotional responses, such as upliftment, cosiness and invigoration.

However, these could also be the power of suggestion through the names and the descriptions on the boxes. Perhaps the next addition to the range should be Adidas Vibes Clarity Calls EDP.

Will report back in due course.

PS: I’ve added my own vibe to these pics with my “arty” squiggles / patterns / scribblings in the background.

The Adidas Vibes range is available in South Africa from Clicks, Dis-Chem, Edgars and Bash.