“Sports and technology”
The new label will sell clothing, shoes and accessories on Adidas’s website and at British Topshop stores. The items, ranging from 20 to 100 dollars, are not only for sporting purposes, but should also be usable for casual use because of their fashionable appearance. “This will take the Stella girl from the campus to the club and finds a link in sport and technology without sacrificing style”, McCartney said in a statement.
Stella McCartney already has another Adidas collection to her name, called Adidas by Stella McCartney. That collection will continue to exist, but will cater to another audience as it has another appeal and higher prices.
