First 'Adidas by Stella McCartney' store opens in time for Olympics

Celebration of eight years of working together

”This store is a real celebration of what we have been building for the
last eight years together with Adidas”, said Stella, who hopes that “it
is going to be the home for women to go to and find everything they
need for their sports and at the same time not having in any way, to
sacrifice their style”.

Adidas’ marketing director for the UK, Nick Craggs, agrees: “The vision
was to create a great and unique store concept that positions the
‘Adidas by Stella McCartney’ label as a premium sports collection.”

Craggs aims high for the long-lasting cooperation: “This store will enforce
our connection to deliver great product for woman in the one and only
store dedicated to only selling Adidas by Stella McCartney
collections.” It should also “launch our next generation of store 
design for presenting the ‘Adidas by Stella McCartney’ label
worldwide”.

Eighth Games for Adidas

Stella McCartney and Adidas first worked together in 2004, the start of
the “Adidas by Stella McCartney” collection. In 2010, Adidas appointed
McCartney as creative director for the kit of the British Olympic and
Paralympic team. Adidas has been the official kit supplier for the
British teams since 1984, making this the eighth Olympic Games in this collaboration .