Adidas by Stella McCartney is completing its gym coverage, adding yoga and gym studio as sport categories for spring 2007.
These are the newest categories for the collaborative line, which has been introducing additional sports each season since its inception.
“I chose to add a yoga line because it is hot and people should look hot when doing it,” McCartney said. “It is all about expressing yourself in movement and in the way you look — having a choice, for once, instead of settling for second-best in the way you present yourself and not compromising that just because it is technical sportswear. The color palette is still delicate with a kick, and sexy silhouettes, leotards, late Seventies meets next year.”
McCartney drew inspiration from dance for the collection, which uses lightweight, slouchy fabrics designed to layer and features lace detailing to reflect the designer’s English roots.
The first Adidas by Stella McCartney line was launched in February 2005 with a collection that covered running, training and swimming. Fall 2005 followed with trail-running and rock-climbing categories, then last spring came the introduction of tennis; Maria Kirilenko was the first athlete ambassador for the brand. In fall 2006, a winter sports category was unveiled.
The product growth promises to continue through at least 2010, the date to which McCartney extended her contract with the German athletic company.
“We have a lot of ideas and there is more to come,” said Heike Leibl, head of product for Adidas by Stella McCartney. “What we continuously find out is that this target consumer is not just doing one sport.”
This spring’s collection will continue to provide the established sports categories, with a particular emphasis on tennis, which has an elegant Fifties feel, with higher waists and pleats.
The line in February will arrive in 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.
Prices for the full line start at $25 for a tennis wristband and climb to $270 for a running jacket. Gym studio apparel retails between $65 and $135, and yoga apparel retails for $100 to $125. Footwear in the new line ranges from $120 to $145.
This story first appeared in the August 24, 2006 issue of WWD. Subscribe Today.