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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.
This story first appeared in the March 20, 2006 issue of WWD. Subscribe Today.