Adidas and Stella McCartney Launch Activist-Inspired Sustainable Streetwear for Women

Adidas and Stella McCartney Launch Activist-Inspired Sustainable Streetwear for Women

Sports giant Adidas and fashion queen Stella McCartney celebrate eco-conscious youth in their latest sustainable activewear collection.

Ready for spring-summer 2021, the “Future Playground” collection takes inspiration from street sports, female skate crews and youth activists. Featuring bold pinks, blues and reds mixed with floral prints, highlights include the lightweight parka and ultra boost sandals. Both of these are made with Adidas’ unique sustainable textiles, Primeblue and Primegreen.

Eco-conscious powerhouse McCartney was driven to create this collection because of the lack of activewear options for women.

“I really wanted to change what I saw out there. Sports clothing for women, in particular sports performance, was such an ill addressed subject. The colours were very basic and there wasn’t much variation in design,” she explains on her brand website.

“I saw this as a real opportunity to put it right by offering women something they could work out in and still feel good about the way they look. Also, on the technical side, I find it really exciting to work with cutting edge sports performance technology and offering it to women.”

Female, BIPOC Activists

The “Future Playground” marketing campaign employs young, female and BIPOC directors, artists and activists to create the visuals.

For the Japanese launch, artists Monika Mogi and Yuri Hibon showcased Japanese Olympic archer Ren Hayakawa’s talents.

British filmmaker Netti Hurley collaborates with a BIPOC mental health advocate and Calm and Violet, an artist and activist couple, for the UK promo.

US audiences will see a social justice-inspired film from Madonna’s daughter Lourdes Leon.

For McCartney, this supports the collection’s theme of inclusiveness and individuality. “I love seeing how each individual is working to protect the planet or their community in their own way, and how they’ve each captured the collection in settings that celebrate their environment – serving as another reminder as to why it’s so important we strive to protect it.”

Adidas and Stella McCartney Launch Activist-Inspired Sustainable Streetwear for Women

Sustainable Fashion

McCartney has always been at the forefront of sustainable change in the fashion industry. Most recently, her brand joined Burberry, and French luxury fashion group Kering in “The Italy Project.” Launched in 2020 by Apparel Impact Institute (Aii), an organization made up of brands, manufacturers and business stakeholders, the aim is to improve the sustainability outcomes of the apparel and footwear industry.

“Fashion brands have always been a little quiet and secretive about their supply chains,” Lewis Perkins, president of the Aii, told Vogue. “With this project, Burberry, Stella and Kering are coming to the table and publicly collaborating across a shared supply chain.”

Since the late ‘90s, Adidas has also been addressing the topic of sustainability. For the past decade, the company has been listed in the Dow Jones Sustainability Index. This rates the top 10% best environmental companies.

Another milestone was partnering with the Better Cotton Initiative in 2004. Plus eliminating plastic bags from its stores in 2016. Committed to growing its plant-based range, the development of innovative Primeblue and Primegreen performance fabrics – where 100% of the polyester used is recycled – has been key.

Moreover, the “Women In Power” collection represents another step to only using recycled polyester by 2024. Most recently, Adidas, McCartney, the Kering Group, and Lululemon are working with biotech company Bolt Threads to produce “Mylo,” a vegan mushroom leather. As James Carnes, Adidas Vice President of Brand Strategy said to Forbes magazine in Jan 2020, “We believe that through sport we have the power to change lives, and we are dedicated to creating that change.”

Find the ‘Future Playground” collection here.

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