Encouraging us to move with purpose on and off the court, the new adidas by Stella McCartney campaign is a call for positive action from a dystopian future.
The cinematic images feature musical and visual artist Grimes amongst a desolate landscape. With a campaign message that shouts “Hey world!”, this is a rousing call to action for the future of our planet, and a reminder that, together, we can all be forces for nature.
Grimes is the perfect embodiment of the adidas by Stella McCartney core values. She is passionate and outspoken about protecting the planet, and a true trailblazer for pushing creative boundaries and inspiring women to unlock their potential in all aspects of their lives.
Upholding the message of the campaign, this season over 80% of apparel is made from sustainable materials, constructed from fabrics like recycled polyester, ECONYL® recycled nylon and Parley Ocean Plastic. Adidas targeted technologies, built to withstand both the intensity of workouts and harsh climate conditions also feature throughout, including BoostTM, ClimachillTM and ClimaliteTM.
Performance and style are at the heart of every piece adidas by Stella McCartney creates, but we believe that this shouldn’t come at a cost to the planet. Our focus for this collection was to incorporate fabrics that help us get one step closer to our future goal of high-performing, sustainable performance wear.
