Offering products for Running, Gym/Workout and Swimming as well as Cover-ups, adidas by Stella McCartney is an innovation in the women's sportswear market and has received a lot of attention since the announcement of the partnership in New York last September. "I wanted to create athletic clothes that were stylish and high-tech at the same time," says Stella McCartney. "Women deserve to look good and feel good when they're working out. These pieces have been specifically designed to not only enhance your physical performance, but also your physical appearance."
Michael Michalsky, adidas Global Creative Director, adds: "It is a break through for the female sports market and the very first sports collection for Women that takes performance and style equally serious." The adidas by Stella McCartney range uses performance technologies such as ClimaCool throughout the whole product line, price points ranging from 40 - 250 Euros. The cooperation is a long-term one and plans are to cover even more sport performance areas in the future.
Parallel to the Retail launch, the adidas by Stella McCartney Motion campaign is launching in leading print titles in the US and Japan. The campaign, photographed by Glenn Luchford, was designed to celebrate the idea and freedom of movement and set it in scene in a feminine touch.
The range will be available in South Africa later this year.
