Stella McCartney opened her first ever standalone Adidas by Stella McCartney store over the weekend.
The designer - who has created the Adidas kit for the Great Britain team to wear during the London Olympics this summer - chose South Kensington's Brompton Cross in London as its location, which is also home to the her mainline and childrenswear shop.
She said:''This store is a real celebration of what we have been building for the last eight years together with Adidas and hopefully it is going to be the home for women to go to and find everything they need for their sports - and at the same time not having in any way to sacrifice their style. It's very much part of the world of the Stella McCartney store that we have opened in Brompton Cross, and it's really the icing on the cake, as far as it is expressing the different facets of the brand.''
Stella has worked closely with the sportswear brand to create the boutique's interior and both parties are very pleased with the result.
Adidas UK marketing director Nick Craggs said: ''The vision was to create a great and unique store concept that positions the Adidas by Stella McCartney label as a premium sports collection. This store will enforce our connection to deliver great products for women in the one and only store dedicated to only selling Adidas by Stella McCartney collections. This store will also launch our next generation of store design for presenting the Adidas by Stella McCartney label worldwide.''
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