Today, adidas by Stella McCartney unveils its hero drop for Spring / Summer ’24. Entering the strength space for the very first time, the collection has been designed to celebrate the beauty of strong women embracing their physical power, incorporating everyday sports performance pieces to support next-gen the community through every stretch, stride, and stance.
Exploring fresh dimensions of workout wear, the modular apparel capsule pays homage to ‘80s workout wear through a fusion of bronze and mauve metallics, with a contemporary twist of structured silhouettes and cut-outs. Designed for next-generation athletes to express their individuality through buildable, layered looks, the collection blends signature adidas technologies such as HEAT.RDY to keep athletes cool as they move.
At the heart of this season’s hero drop is the introduction of The Dropset. Blending performance, adaptability and style, the all-new training shoe brings a vibrant colour-blocking design to strength-based workouts. Crafted to support the community through every move, the low midsole drop height provides a grounded foundation, essential for maintaining form and balance. The dual density midsole also offers controlled stability and comfort to support during big power moves.
Pushing new possibilities for performance wear, key pieces in the collection have been consciously crafted with up to 79% recycled polyester and 100% organic cotton, as part of adidas’ ambition to help end plastic waste.
Bringing the collection’s inspiration to life, the campaign is fronted by a cast of strong women who all embody strength in their own way, including gymnast and dancer Nia Dennis. Set against a striking desert backdrop, each athlete boldly showcases what it means to be physically strong, utilizing a beautifully designed outdoor gym. Captured by British contemporary photographer Harley Weir, renowned for highlighting the beauty of women, the visuals holistically encapsulate the versatile power of strength.
Speaking about the SS24 adidas by Stella McCartney collection, Stella McCartney said:
“This season, I am so excited to explore a new area to innovate in – strength training. Blurring the lines between performance and fashion, we have crafted products that will support those big power moves, whilst bringing a fresh sense of style to the whole experience. Through this collection and campaign, I really want to celebrate female power in all its diverse and beautiful forms.”
Key pieces from the adidas by Stella McCartney SS24 Collection include:
The Dropset: Making its debut in an adidas by Stella McCartney collection, The Dropset is adidas’ new strength footwear offering with technical features. Bringing stability and support to each move, the shoe features a grounded foundation – essential for maintaining proper form and balance during power moves. A low midsole with a 6mm drop height provides a flat grounded feeling for controlled stability, helping to distribute the weight evenly whilst transferring force from feet to ground and creating more accurate alignment. A TPU wrapped inset gives the foot added support through its firm structure, allowing the athlete to feel securely locked in and fully in control through a range of movements. Traxion® rubber in the sole offers added grip, supporting confidence of movement throughout.
Made with a series of recycled materials, the upper features at least 50% recycled content – representing just one of adidas’ solutions to help end plastic waste.
Shiny Leotard: This statement, shiny leotard can be dressed up or down for a sports-luxe look. The sleek, second-skin fabric provides a stylish yet supportive addition for all forms and levels of strength workouts. Available in vibrant shades of bronze, mauve and silver, the leotard is made with 73% recycled polyester.
Rolltop Short: This striking short will help athletes stand out in the studio, thanks to the contrasting rolltop with a sleek, skin-tight fit. For a dynamic workout, the short comes with adjustable drawcords and is made with 73% recycled polyester.
Skort: Designed with comfort and functionality at the core, this skort provides the perfect layered look, available in hues of yellow, taupe and black it caters to an athlete’s individuality. From the studio to the street, the zipped back and side pockets are perfect for holding essentials, whilst the inner tight and slide slit support flexibility. Featuring leading adidas technology HEAT.RDY, the skort keeps athletes cool as they move and is made with 79% recycled polyester.
The adidas by Stella McCartney Spring/Summer ’24 collection is available from the 15th of February on adidas.co.za and via the adidas app.
