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Adidas by Stella McCartney is feeling the rhythm, adding dance apparel and footwear for fall 2007.
Dance is the newest category for the German activewear company and McCartney’s collaborative line, which has been introducing additional sports each season since its inception.
“Stella loves everything that is around dance and is influenced by dance,” said Heike Leibl, director of Adidas by Stella McCartney. “She was already talking about dance a couple of seasons ago, but now is the right time. There is an evolving and growing dance trend in the market, and it’s projected to grow even bigger.”
Modern dance, as opposed to hip-hop or street dance, inspired the line’s aesthetic. The high-performance fabrics contrast soft mattes with shiny textures, emphasizing layering.
The first Adidas by Stella McCartney collection was launched in February 2005 covering running, training and swimming. Fall 2005 added trail-running and rock-climbing categories, followed by tennis in spring 2005, winter sports in fall 2006, and yoga and gym in spring 2007.
The expansion promises to continue through at least 2010, when McCartney’s contract with Adidas runs out.
“We still have some surprising things to come up,” Leibl said. “We will bring another round of excitement to the consumers.”
In August, the collection will hit about 600 doors, including Adidas Sports Performance Stores, Stella McCartney boutiques, high-end department stores and selected sports retailers. It is also available at shopadidas.com.
The dance component of the line wholesales from $40.50 for leggings to $100 for a woven top.
This story first appeared in the March 14, 2007 issue of WWD. Subscribe Today.