adidas by Stella McCartney's new sustainable vegan activewear line, FUTUREPLAYGROUND, makes the most of materials that are already in circulation. Featuring ocean plastic waste and recycled materials, the activewear designs take cues from street sports and women's skate crews. As such, the styles are splashy and expressive. In this first chapter from the adidas by Stella McCartney’s Spring/Summer 2021 collection, the brands created around the theme of land, and the second iteration will take inspiration from the water.
The activewear collection incorporates high-quality materials like PRIMEBLUE and PRIMEGREEN and the lightweight, breathable styles appeal to anyone who is looking for something to wear while being able to move without restriction. Some of the standout styles include the Truepurpose Cycling Tights and the stylish Ultraboost Sandal.
The campaign features South Korean archer and Olympic bronze medalist Ren Hayakawa, and sustainable and organic farming advocate Yuri Hibon.
Expressive Recycled Activewear
The FUTUREPLAYGROUND Line is Made from Recycled Plastic
Trend Themes
1. Sustainable Activewear - Opportunity for apparel brands to adopt the use of recycled materials in their designs and promote sustainability as a unique selling point.
2. Expressive Sportswear - Opportunity to cater to consumers who are interested in street sports and designs that are bold and colorful.
3. Eco-friendly Fashion - Opportunity to create collections that combine style and environmental consciousness, as more and more consumers are increasingly aware of the environmental impact of fast fashion.
Industry Implications
1. Apparel - Apparel companies can incorporate sustainability into their brand values and designs by experimenting with recycled materials and production processes.
2. Sports and Fitness - Sportswear brands can cater to street sports enthusiasts and extend their products' appeal by emphasizing bold and expressive designs.
3. Sustainable Manufacturing - As demand for sustainable activewear increases, there is opportunity for companies that specialize in recycled materials and eco-friendly production processes to expand and innovate.