Adidas is partnering up with fashion design greats, including Stella McCartney to add pizzazz to its sports merchandise. It isn’t enough for athletes and ordinary people working out to wear Adidas to improve performance and comfort, but it is essential that they look good doing it. In addition, with the pressure to come up with new products around the clock, Adidas has enlisted the aid of design experts.
Adidas has a line of sportswear from McCartney, the daughter of Sir Paul and Linda McCartney and Yohji Yamamoto. Other designers Adidas as collaborated with include Raf Simons, Rick Owens, Mary Katrantzou and Jeremy Scott.
Dirk Schonberger, creative director of Adidas’ sport style division, said, “These days, the pace has become so fast. People go to verticals like H&M and Zara, and expect new products every month. Even with high fashion labels, it’s the cruise collection and pre-collections; every three months, you get something new … we are a very commercial brand, so of course, we have to deliver–at a minimum, every week–something that excites the customer. The verticals and the internet have changed the way we do things.”
Aside from working with Adidas, Stella McCartney keeps working on bold, colorful and surprising designs which can be seen on the runway, in magazines and for sale in stores.