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| Adidas adds yoga and gym |
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| Friday, 08 June 2007 | |
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Adidas by Stella McCartney is adding yoga and gym studio wear to its offering for spring 2007. The line, a collaboration between the sportswear giant and designer McCartney, has been adding categories to its assortment since its launch in February 2005. "I chose to add a yoga line because it is hot and people should look hot when doing it," McCartney told WWD. "It is all about expressing yourself in movement and in the way you look - having a choice, for once, instead of settling for second-best in the way you present yourself and not compromising that just because it is technical sportswear. The colour palette is still delicate with a kick, and sexy silhouettes, leotards, late Seventies meets next year." McCartney was inspired by dance, which also employs lightweight fabrics designed for layering. The lace detailing in the line was a reflection of her English heritage. The first season of the collection in February 2005 included running, training and swimwear. The following season saw the introduction of trail-running and rock-climbing and last spring tennis wear was included. In fall 2006, a winter sports category was also introduced. "We have a lot of ideas and there is more to come," Heike Leibl, head of product for Adidas by Stella McCartney, said. "What we continuously find out is that this target consumer is not just doing one sport." The forthcoming spring 2007 collection will include all the former categories, with an emphasis on tennis. The silhouette will include higher waists and pleats, reminiscent of the Fifties. The new line will launch in February of next year and will be delivered to 600 points of sale, including Adidas Sports Performance Stores, Stella McCartney boutiques, high-end department stores and select specialist sports retailers. The collection will also be available online via the shopadidas.com website. Prices will range from $25 (£13) for a tennis wristband to $250 for a running jacket. Meanwhile, gym studio apparel will start at $85 and run through to $135, while yoga wear prices will range between $100 and $125. Footwear prices will vary from $120 to $145. www.shopadidas.com 25 August 2006 |