NEW YORK — Reflecting the rapid success of the Adidas by Stella McCartney collection, the German athletic giant is extending its contract with the designer to 2010. Terms of the deal were not disclosed.
The co-branded line, now in its third season, has brought a new level of fashion to the performance athletic arena. It has been a top seller for Adidas with items such as off-the-shoulder sweatshirts, cutout swimsuits and ruffled tennis dresses.
The company declined to give sales figures for the collection, but industry insiders estimated its first-year revenues were more than $15 million. The contract had been set to expire in 2007.
"The worldwide success of this collection continues to exceed our expectations," Hermann Deininger, the new creative director of the Adidas global brand, said in a statement. "Adidas by Stella McCartney obviously met a need in the marketplace."
Neither Deininger nor McCartney were available for further comment.
The line includes fashionable yet technical apparel, footwear and accessories with prices that range from about $25 up to $300 for some of the dresses and outerwear items. The line has had limited distribution and is now sold in some 400 doors worldwide, including the Adidas performance store in SoHo here.
The initial collection included products for running, gym and swimming, and the line has been expanded each season to include head-to-toe looks for other sports such as trekking and tennis. Many of the items have signature McCartney touches such as T-shirts with straps that can loop into a bow and low-waist pants.
McCartney will be in Aspen, Colo., this week to launch the fall Adidas by Stella collection, which includes a selection of fashionable outerwear and layering pieces for winter sports such as skiing and snowboarding, some of which will carry prices ranging up to about $700.
This division also has recently signed on tennis player Maria Kirilenko in its first effort at sports sponsorship. The 19-year-old wears the Adidas by Stella line in all of her tournaments.
“I think what’s so interesting about the #MeToo movement and this whole new wave of feminism in general, is that women are finally seeing, ’Oh I can start my own company, oh I can lear to code, oh I can leave my nine-to-five job and do the thing I want to do,” said @brooklyndecker ahead of her @sxsw talk for @createcultivate. The former model took the stage to share wisdom about networking and female-driven entrepreneurship. #wwdeye #sxsw (📷: @jgreenery)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech at the @sxsw conference for @createcultivate, the online platform and conference series for women. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.