Adidas and Stella McCartney have a sporty new offspring.
This story first appeared in the January 5, 2015 issue of WWD. Subscribe Today.
Adidas StellaSport, an athletic collection aimed at a younger audience than the Adidas by Stella McCartney line, launches Jan. 15 with apparel, accessories and footwear. Meant to be worn to the gym and on the streets, the line can be filed under the ath-leisure craze. Its main points of differentiation from the Adidas by Stella McCartney range, which celebrates its 10th anniversary this summer, is bolder color, a younger fashion look and a lower price. Price points are $20 to $100.
“It takes the Stella girl from the campus to the club and finds a link in sport and technology without sacrificing style,” said McCartney. “There are signature moments, like our new self-laced sneakers, that give individual personality. These pieces are designed to complement your life and be totally realistic that fashion and sport technology are here to stay as a huge part of our life and wardrobes, and this is the attitude we are shouting about.”
As part of the Adidas Sport Performance division, the collection features tanks, bras and tights in fast-drying Climalite fabrics and color-blocked patterns. There are edgier silhouettes, such as onesies and “trainkinis.” Footwear has open-mesh uppers and built-in sock liners. Accessories include logo trucker hats, knee-high socks and backpacks. The collection will be sold through Adidas’ Web site, as well as at Topshop and Nordstrom.