Myntra adds adidas by Stella McCartney to its luxe portfolio, Ahead of EORS-18
Bengaluru, May 22, 2023: Ahead of EORS-18, Myntra’s marquee fashion festival, the platform launches the adidas by Stella McCartney collection, a one-of-a-kind collaboration bringing together the best in the world of fashion and sportswear. With sleek cuts, precise lines, and fits, this highly coveted ultra-premium line of high-performance sportswear is set to add to Myntra’s comprehensive portfolio in the luxe category. Myntra will be the first platform to host the adidas by Stella McCartney collection in India, outside the global sporting behemoth’s own ecosystem. The collection includes 60+ options, which truly reflect Stella McCartney’s style influence and adidas’ sustainability mission.
Talking about the launch of the collection, Sharon Pais, Chief Business Officer, Myntra, said, “We are delighted to onboard the Adidas by Stella McCartney collection on Myntra and be their online partner of choice in the country. Shoppers will witness the collection being available outside Aadidas’ channels for the first time in India, making this launch even more special. The collection is a perfect blend of distinct style and performance, catering to the needs of women who seek high-quality activewear for their fitness regimes. We are confident that our customers will be excited to experience the collection’s premium quality and unmatched design aesthetics, which perfectly align with Myntra’s values of offering a unique and trend-first premium shopping experience.”
Commenting on the launch, Neelendra Singh, GM adidas India said, “Our adidas by Stella McCartney collection is unique in its design language, style, and functionality. Our women consumers love it and we are committed to bring it to more and more consumers. Myntra is a strategic partner for us and we believe, through Myntra, we will be able to not only reach more consumers but also offer the right environment and shopping experience that our consumers deserve. This is the first time adidas by Stella McCartney is being presented outside our Own retail and e com website.”
The pioneering sporting icon, adidas and celebrated English fashion designer, Stella McCartney have been in collaboration since 2005, and have co-created multiple versions of the much-loved performance wear. Stella McCartney is also the daughter of the legendary singer-songwriter, Paul McCartney, who was part of the iconic music group The Beatles. Apart from shoes, adidas by Stella McCartney offers apparel for women across a wide array of sports and disciplines including running, training, yoga, and swimming, while being manufactured using sustainable materials like recycled polyester in tandem with adidas’ cutting-edge technology.
Some of the highlights from the adidas by Stella McCartney collection include Truenature, Summer Prints, Icons, Badge, and Water Workout capsules, across t-shirts, crop tops, leggings, shorts, track pants, sports bras, track tops, clogs, sandals, and running shoes.
Marketing initiatives for the launch of adidas by Stella McCartney include 360-degree visibility on the Myntra app, around the launch of the collection, with compelling posts and display banners informing users of the collection. Additionally, the launch is highlighted across multiple touch points on the app’s homepage, women’s page, Global Brand Store, Myntra Luxe, and Myntra FWD. This is augmented by adidas India’s official announcement of the launch on Myntra through its social handles.