An eco-friendly collection called ‘Futureplayground‘ has been launched by the German sportswear giant Adidas in partnership with British fashion designer Stella McCartney. In its brand campaign, this collection showcases activists and sustainable materials.
On multiple design collaborations, Stella McCartney and Adidas have been working together since 2006. Futureplayground is their partnership's most recent collection which will be released in the spring-summer 2021 collection.
To make the collection different, Adidas has roped in female directors and activists and its brand campaign is designed to inspire youth. The collection is designed using Adidas’s ready temperature management technology and is inspired by ‘land’ and borrowing cues from street sports and skater crews with blue, pink, and daring red tones. The collection is available in a range of floral prints.
The spotlight of this collection is the ultra-lightweight parka made with prime green which is a high-performance yarn made with 50% recycled content with the temperature tech that allows the leggings to remain dry and comfortable.
Besides a range of hats, bags, and running packs; Ultraboost Sandal is another highlight of this collection which uses primeknit. Primeknit is Adidas’s method of using specialized knitting machines that utilize thermoplastic yarns resulting in strong and flexible single-layered textile in the shape of a shoe. It is created using a high-performance recycled material called Primeblue which delivers support and flexibility that is required to enhance an athlete’s motion and movement.
McCartney shared on her website the reason behind the launch of this collection. She said that she really wanted to change what she saw. She found that the sports clothing for women particularly in sports performance was a very ill addressed subject. There was not much variation in the designs and also only basic colors were used. She found it the best opportunity to offer women what they need and which will make them look good. Apart from this on the technical side, she found it really exciting to work with cutting-edge sports performance technology which they offered to women.
For the release of this collection, artists Monika Mogi and Yuri Hibon who share a common passion for sustainable and cotton farming collaborated with Japanese Olympic archer Ren Hayakawa and shot a film. To showcase what the brand stands for elements such as shooting arrows were also used.
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