adidas by Stella McCartney Drops FUTUREPLAYGROUND Collection
Celebrating its first street sport-inspired collection.
For Spring/Summer 2021, long-time collaborators Stella McCartney and sportswear giant adidas is finding inspiration from street sport. Dubbed FUTUREPLAYGROUND, the campaign pays homage to the world and the environment through the lens of the next generation, manifesting in two chapters – land and water.
The collection itself is all about modern silhouettes, and features expressive prints and bold colors. The campaign also sees creative direction from female creators Netti Hurley, Monika Mogi and Pollack, and features a cast of activists including Lourdes Leon. We see the collection portrayed in Japan, the UK as well as in New York, and captures the versatility and many layers that have built up the pieces from the ground up. “Young people today are so full of creative ideas and have an incredible energy, and so I think it’s really important to give them opportunities to share their work and vision – but also, we can all learn so much from them,” said Stella McCartney about the new campaign.
The collection features adidas’ READY temperature management technology which helps athletes stay dry and comfortable, and also uses PRIMEBLUE, which is a high-performance recycled material made with Parley Ocean Plastic that has been crafted from plastic waste, as well as PRIMEGREEN which is a high-performance yarn made from 50% recycled content.