Introducing Gym Dance
Dubai, United Arab Emirates, August 13, 2007 - adidas and Stella McCartney have unveiled the fall/winter 07 collection of the enormously successful collaboration that has now entered its sixth season. Highlights include a new Dance segment within the Gym category and another Wintersports range as a follow-up to the highly acclaimed premiere from fall/winter 06 that proved to be the most successful product introduction since the beginning of the cooperation. Within Running many products are designed for pack away to allow taking along your favourite sportswear even in the smallest bag.
The new Gym Dance range bridges a gap between classic styling and contemporary sport. Soft and fluid shapes mixed up with silky fabrics, delicate detailing and tonal colors with shiny and matt contrasts express the mood and support the overall ambiance. Layering is a key theme in the category that also features oversized tees with graphic elements, chunky leg and arm warmers, which, combined with a classic pair of leggings, make the look complete.
Two products that set the direction for the category are the Dance Leotard and the Suriya shoe. The low-profile and feminine Suriya features chubby laces, and is pre-shaped into an active position to offer freedom of movement as well as a perfect feel for the ground.
Stella McCartney says of the new category: ''I feel dance is more and more something people are inspired to do. It's a stylish, feminine and sexy sport but I actually don't necessarily think of it as a competitive sport but something that comes from the soul. It's a very enjoyable way to exercise."
The Wintersports pieces are designed with insulation and protection in mind. Highlights include the Wintersports Performance Jacket, with an integrated avalanche-protection system, a high-end Wintersports boot as well as seamless baselayers. A diverse range of silhouettes features feminine, figure-hugging outfits as well as pieces that are still sleek but draw inspiration from utility and military wear.
Running is the third key category, with "glow in the dark" executions and a focus on maximum visibility even at night. All products feature fluorescent accents and reflectivity elements; lightness and flexibility are evident in the designs, accented with clear materials, layered meshes and pack-away features.
Accessories remain an important part of the collection. This season the range was extended and features a special lanyard package as a highlight. Rope-like materials create a playful contrast to the muted colors of the collection, while the carabineer-inspired hearts click easily onto bags or apparel pieces.
The new season's colour palette is dominated by a natural look with soft tones such as new amande, light space or bronco as well as sophisticated darker blue shades and green tones whereas unexpected hues such as intense pink and electricity create a funkier edge to it.
Karin Van Oostrom, product manager for adidas by Stella McCartney, adidas Emerging Markets, says "The new fall/winter 07 collection is reflective of the change of sport in the minds of today's women; gym dance and even gym yoga is particularly prevalent here in the region. When wearing pieces of this season's apparel together with the most stylish accessories, women will feel positively free and feminine when practicing these inspiring forms of exercise."
The fall/winter 07 collection will hit retail in September 2007 in outlets across the GCC, including the adidas Sport Performance stores. Alongside Gym Dance, Wintersports and Running, the fall/winter 07 range continues to offer highly functional products for Gym Yoga,
Gym Studio and Tennis. Prices range from AED 85 (Accessories) to AED 1200 (Wintersports Apparel).
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For further news and information please contact:
Ellen Peacock
Regional Communication Manager
Tel: +971-4-227 3033
Fax: +971-4-222 6675
Email: ellen.peacock@adidas.ae
Anoushka Misra
ASDA'A Public Relations
Tel: +971-4-3344550
Fax: +971-4-3344556
Email: a.misra@asdaa.com
© Press Release 2007
