Britain, already a leader in funding Olympic athletes to live and train as professionals, has made a move to sneak ahead on style points as well.
Hard to say whether Stella McCartney would have achieved rank in the fashion industry if she had started out with a different last name, but she is where and what she is, and this announcement
—which should be read breathlessly, I’m ever so sure—
became un-embargoed in the wee hours of Wednesday. Of course, in 2008, Team USA was styled by Ralph, who is no pushover.
(I’m on the road; have time for hasty jottings only and no doubt this qualifies; hope I haven’t wasted your time; I’ll be back soon)
adidas, Official Sportswear Partner of the London 2012 Olympic and Paralympic Games, today announces the appointment of leading British fashion designer Stella McCartney as Creative Director for its adidas Team GB ranges, overseeing the design of both athlete kit and fan wear for the adidas brand.
For the first time in the history of the Summer Games, the deal will see a top fashion designer work with a leading sports brand to design competition wear for both the national Olympic and Paralympic Teams.
adidas, which has designed and provided performance enhancing kit to Team GB since 1984, approached McCartney about the role of Creative Director to ensure that British athletes at London 2012 don’t just have the best performance kit but the most stylish too. As a result, adidas will continue to develop the most innovative technical products available with the creative design input of a British fashion icon.
Sports fans can now get in on the act as well with a special adidas Team GB lifestyle range designed exclusively by Stella McCartney. The range will launch in autumn 2010 and will incorporate both women’s and menswear collections.
This appointment is a new development for McCartney who already designs a women’s sports-inspired performance range for the brand – adidas by Stella McCartney.