adidas and long term collaborator Stella McCartney opened the first adidas by Stella McCartney stand alone store this weekend in London.
The opening of the store, which is next to the new Stella McCartney mainline and children’s store, is the final addition to the ‘World of Stella’ retail experience.
After a successful eight year relationship between sportswear brand and acclaimed designer, this was the next step in continuing the brand’s legacy to make women look great at the same time as keeping an active and sports lifestyle.
adidas has worked in collaboration with Stella McCartney to create a bespoke concept and fit, challenging preconceptions of sports environments. The space combines both traditional and modern materials in innovative combinations, with new colours and textures sought for sport.
“This store is a real celebration of what we have been building for the last 8 years together with adidas,” comments McCartney, who was appointed Creative Director for the British team kit for the London 2012 Olympic and Paralympic Games in 2010.
“Hopefully it is going to be the home for women to go to and find everything they need for their sports and at the same time not having in any way to sacrifice their style.”
adidas by Stella McCartney offers products for running, winter sports, weekender, studio, yoga, cycling, tennis, golf, essentials and swim including surf.
Since being appointed Creative Director for the British team kit for this year’s Games two years ago, the designer has overseen the creation of every aspect of the national team’s performance kit. The partnership between McCartney and adidas means that for the first time a fashion designer is involved in the entire look of the national team.
Jessica Whittington, Sportsister
The Women’s Sports Magazine
