On February 17, 2005, the first adidas by StellMcCartney Spring / Summer 2005 collection went on sale in select boutiques in the US and Japan, as well as adidas Sport Performance stores around the world. In Russia, the collection is sold at the adidas-Olimp outfit center in Moscow.
The adidas by StellMcCartney collection is the first line of functional sportswear for women, including running, fitness and swimwear and versatile warm-ups. The collection has become a real breakthrough in the sports goods market for women. The announcement of adidas' partnership with Stella McCartney last September has generated tremendous worldwide interest. “My main goal was to create such models that look stylish and at the same time have high performance,” said Stella McCartney. - Women deserve to look good and feel comfortable while doing sports. All models have been designed to give you the opportunity not only to train effectively, but also to look spectacular."
Michael Michalsky, Creative Director of adidas, added: “This is a revolution in the sports apparel market for women. Perhaps this is the world's first collection of sports equipment for women, the creators of which paid equal attention to both the style of the models and their functional qualities. All models in the adidas by StellMcCartney collection feature technologies such as ClimaCool® technology. Prices for different models of the collection will vary from $ 40 to $ 215. As part of a long-term cooperation with Stella McCartney, it is also planned to develop clothing and footwear for other sports.
Simultaneously with the start of sales of the collection in the leading publications of the USA and Japan, the advertising campaign “adidas by StellMcCartney. In motion”(adidas by StellMcCartney Motion). The photographs taken by Glenn Lachford are full of the idea of movement, freedom, with the emphasis on the woman and her inner world.
NB: adidas presents collections in three different directions: Sport Performance (professional equipment for sports), Sport Heritage (Originals models in the lifestyle category), Sport Style (the future of sports fashion from Yoshi Yamamoto). The adidas by StellMcCartney line is produced under the Sport Performance division.