The Philosophy

The critically acclaimed adidas by Stella McCartney collaboration enters its 6th season, continuing to outshine conventional functionality and style. Next to the established sports categories, this season's highlights include a new dance segment within the gym section, as well as another Wintersport range that's extending its great success in Fall/Winter 06 into a second season. This inspirational and innovative collection indulges a challenging target group and remains unrivalled.

Throughout the line we continue to fuse fashion with top-level technology for maximum performance: protection, visibility and lightweight are key words for the winter season. Full Clima story in all categories, Goretex fabric, Recco avalanche protection and the Microbounce system are the leading technologies of the season.

Focus categories are:

Running: protection/visibility and lightweight are key words. 'Glow in the dark' panels (3 M reflectivity) on the footwear for max visibility in the dark; fluorescent accents and reflective elements on all products; layered see-through materials with mesh supports the idea of a lightweight feel; an easy-pack-away feature on nearly all garments provides maximum versatility.

Dance/Studio: dance is the new highlight segment within the gym sports category. Ballet-inspired softness and fluidity express the mood, layering is the key word here, fluid shapes, silk-like fabrics, delicate detailing and tonal colours with shiny and matt contrasts support the overall ambiance. A low-profile dance shoe with chunky laces is the directional shoe for this segment. Some stronger vibrant colours complete the offer and give a more funky edge to the studio environment.

Winter sports: her perfect gear for escaping the city and going on her weekend ski break. Again, a lightweight feel, insulation and protection are key here. We are offering two distinct lines: one is very elegant, evoking the era when skiing was feminine and sexy with figure-hugging silhouettes; the other is more masculine and rough with inspiration from old military/utility wear, but still sleek and sexy. High-end functional fabric incl. Goretex, a seamless baselayer and an integrated avalanche-protection system, while the ultimate new winter sports boots in the footwear collection complement the range.