StyleMaven: Stella McCartney for Adidas

More Fashion infused Sportswear
-Adidas by Stella McCartney

The first collection of the Adidas by Stella McCartney Sport Performance Collection has became available in stores across the US, Japan and Europe. The collection launched on 17th February in Bloomingdales in New York as well as high-end Japanese department stores. It will also be available at Nordstrom stores and Adidas Sport Performance Stores throughout the US . The collection is planned to be sold at Adidas Sport Performance Stores in Europe and Japan as well.

“This collection gives women what they want, products that both perform and look great”, claims Bill Sweeney, Project Leader and Head of Apparel at the Adidas Sport Performance division and it is true that the collection is a unique combination of Stella’s unique and feminine design and Adidas’s knowledge of functional sports products.

Today's female consumers are increasingly more demanding and sophisticated. Surely, this is due in a part to their healthier lifestyle which includes gym workouts, yoga, and dance lessons. These women also want a powerful punch of style in their athleticwear. The collection, Adidas by Stella McCartney has stylish, relaxed and functional aspects as sportswear that would be perfect for these demanding customers.

Khaki, moss green and plum…the sophisticated colors of the collection are infused with accents of red and gold. The use of swags and ribbons are prominent in the collection. These embellishments are a trademark of Stella McCartney’s design sensibility. The collection is perfect for street wear as well. One might want to avoid wearing these exquisite pieces at the gym – we can’t imagine sweating all over them!

There is a growing trend in the athletic performance sportswear category for key items to purchased for their fashion appeal rather than their sport performance features. Previously, Adidas released Y-3, a collaboration with Japanese designer, Yoji Yamamoto on the design of an athletic inspired collection of clothing and accessories. The Y-3 collection gained popularity among fashion-conscious trendsetting customers not only in the US but Japan and Europe. RespectME, the Adidas and Missy Elliot line was a huge success with fashion conscious consumers as well.

One of the largest sporting good manufacturers, Puma, is no exception. The company has released a shoe collection called Puma by Mihara Yasuhiro. Mihara is an esteemed designer in Tokyo and known for his unique shoe designs. Previously, Puma introduced yogawear label, Nuala designed by the supermodel, Christy Turlington.

It is no longer a unique concept for sport apparel companies to collaborate with fashion designers. It is now requisite and is a driver in the apparel marketplace as superstar designers continue to be pulled in by athleticwear companies in order to attract the fickle consumer’s attention.

On 2nd of February, the Adidas by Stella McCartney collections were launched at a Japanese high-end department store called Isetan in Tokyo for a trial run. Japanese customers waited in line before the store opening and some of the products were sold out within hours.

-Sumi Kokubu

Merchandise Information images from left to right:
Adidas by Stella McCartney gym ringerback tank $70, adidas by Stella McCartney gym 3/4 leggings $80. Adidas by Stella McCartney pants (cover ups range) $85. Adidas by Stella McCartney gym bra top (optional tie ribbon) $70 adidas by Stella McCartney gym short tights $50.

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