After 10 years of successful collaborations with Adidas, Stella McCartney is releasing a younger, bolder and more affordable line with the German sportswear company on January 15.
According to a rep for Adidas, the athletic collection is named StellaSport and will be available for purchase at Adidas.com, Topshop and Nordstrom, and is aimed at girls ages 15 through 19. Apparel, shoes and accessories are priced between $20 to $100, down from $60-$600 from her main line.
In a statement, McCartney said, "The Adidas StellaSport girl is young, current and vibrant, looking to make a statement and stand out -- we wanted to bring that to life within the collection and fuse performance with style to create performance pop.”
There are a few pieces already available for European customers to purchase online at tennis apparel websites. Those product images indicate that the full collection will have the same cool luxury aesthetic as its older sister brand, but with a dose of girly attitude in bright pinks and blues with prominent, graphic logos.
McCartney is a frequent collaborator with other brands, usually with great success. In addition to Adidas by Stella McCartney, she also produced a collection for H&M in 2005 and a children's line for Gap in 2009. She also launched a capsule for Goop in 2013.
There might be no better way to reach a younger female customer than by joining forces with Topshop, which has been expanding beyond the UK at a furious pace and has been selling Adidas since March 2014. Adidas, meanwhile, has seen its Stan Smith shoe gain "it" status among the fashion set, and has also had success courting the young fashionable teen with a Selena Gomez-fronted line through its Neo label of teen activewear. But by expanding the McCartney line for a younger consumer, Adidas is betting that a high-fashion name will attract interest for young women regardless of celebrity ambassador.