NEW YORK — If Stella McCartney has her way, the new apparel line she has with Adidas will be worn at the world’s premier sporting event.
“I would love to see people at the Olympics wearing this,” the designer said at a press conference here Wednesday to launch the line, Adidas by Stella McCartney. “This is a pure performance line and we plan for it to be sold with sporting apparel.”
Fittingly, the launch event was held at the new David Barton gym on West 23rd Street, where models biked, stretched and lifted weights as McCartney and Adidas executives spoke to the crowd. As reported exclusively in WWD on Wednesday, the 58-piece initial collection will hit stores for spring and includes fashionable items for running, swimming, yoga and more, made of performance fabrics. “It’s important to feel proud of what you are wearing both inside the gym and outside the gym,” McCartney added. “You can work out in this but also wear it out afterward to a bar.”
Michael Michalsky, Adidas’ global creative director, said the company particularly admired how McCartney “mixes tailoring with street cool.”
The collaboration is part of a growing trend in the sport world of companies linking up with fashion designers, musicians and celebrities to extend their brands into new arenas and connect with more consumers. Adidas also has lines with Missy Elliott and Yohji Yamamoto, while Puma works with model Christy Turlington on the Nuala line as well as with former Gucci designer Neil Barrett, and Reebok has teamed up with Pharrell Williams, Jay-Z and 50 Cent, and also had a collaboration with Diane von Furstenberg.
“There are a lot of collaborations now, and many people are adding yoga pieces here and there, but I am not the kind of person to do something I don’t believe in,” McCartney added. “This is the real thing, and if something didn’t have performance elements, it didn’t make it into the line.”
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