ADIDAS by STELLA McCARTNEY
Do less but mean more.
The sports industry is about maximum effort, the extremes of performance, blood, sweat, tears, and an absolute focus on the individual. For SS18 we took a significant strategic step by moving our thinking from campaign-led to experience-led, turning this thinking on its head and driving towards a more sustainable and collective approach — about what happens when we focus on collaborating together.
We’ve been innovating materials, products and experiences to provide a more progressive and sustainable brand offering and experience.