In the build-up towards the Olympic Games, Adidas has opened the first stand-alone 'Adidas by Stella McCartney' concept store. The new concept store, also featuring the 'Stella Gold' campaign, is right next door from McCartney's own shop at Brompton Cross in Central London.
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 .