A fashion and lifestyle magazine and blog produced by Students in the Design and Merchandising program at Drexel University

Monday, January 26, 2015

Gym to Street Chic with Adidas and Stella McCartney

Wearing athletic wear has become a trend that we can no longer ignore, it’s everywhere! Brands like Adidas, Athleta, Lululemon, and Nike are cashing in on this current casual lifestyle shift and now big name designers are wanting to break into this industry as well. Initially meant to be worn to the gym, athletic clothing is now taking over from the gym to the street which creates a need for more stylish athletic clothing, ath-leisure.

Men and women are becoming busier with more transitional lifestyles where comfort is key but they are not looking to sacrifice their style. Stella McCartney and Adidas have collaborated to ensure that women get what they want in terms of style and comfort.  

This new collection, Adidas StellaSport, aims at a younger customers than the Adidas by Stella McCartney line and recently launched on January 15th. Adidas StellaSport includes stylish apparel, accessories, and footwear meant for the gym and the streets, with bold color and youthful style at lower price points. McCartney described her new collaboration by saying “It takes the Stella girl from the campus to the club and finds a link in sport and technology without sacrificing style…These pieces are designed to complement your life and be totally realistic that fashion and sport technology are here to stay as huge part of our life and wardrobes, and this is the attitude we are shouting about.”

 The Adidas StellaSport collection features tank tops, bras, and tights with fast drying fabrics, footwear with built in sock liners, and cool accessories including trucker hats and knee-high socks. The edgy silhouettes and the color blocked patterns appeal to the younger audience and is sold in retailers that reflect their fresh and youthful style; Topshop and Nordstrom as well as through Adidas’ web site. After 10 years of successful collaborations with Adidas, Stella McCartney is reaching younger customers that aspire to wear her line at a price they can afford without losing their bold and youthful style.