Sporting goods group Adidas and British designer Stella McCartney
announced that they will extend their successful collaboration to the year 2010.
The groundbreaking partnership was launched with a spring/summer collection
in February 2005, debuting in an exclusive distribution network of limited doors
mainly in the US and Japan. Since then, the number of doors has risen to over
400 worldwide in 40 countries, supporting triple-digit growth in sales.
Hermann Deininger, Adidas Global Brand Creative Director, commenting about
the decision to extend the contract, “The worldwide success of the collection
continues to exceed our expectations. Adidas by Stella McCartney obviously met a
need in the marketplace. We are very pleased to continue this inspirational
partnership!”
Adidas by Stella McCartney is a unique concept for women that fuses real
performance with style, by offering functional products in Running, Gym, Swim
and, as of spring/summer 2006, a Tennis line.
In January, rising tennis star Maria Kirilenko was introduced as the first
professional athlete to compete in the range. Overall, the line features
cutting-edge technologies in both footwear and apparel, such as the lightest a3
heel-to-toe cushioning system launched in this season’s Flyride running shoe.
Adidas and Stella McCartney launched their new fall/winter ‘06 collection
today in Aspen/Colorado, introducing Wintersports as a new
category.