# Synchronized Swimwear Stunts This Stella McCartney for Adidas Put Sportswear to the Test By Laura McQuarrie | Published 2014-09-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/stella-mccartney-for-adidas References: [dailymail](http://www.dailymail.co.uk/femail/article-2423395/London-Fashion-Week-Stella-McCartney-makes-splash-unveils-new-collection-Adidas.html) & [stellamccartney](http://www.stellamccartney.com/us/adidas/women/adidas_gid22593) Models debuting a collection of swimwear don't often get to take the plunge, but this was not the case for the Stella McCartney for [Adidas](https://www.trendhunter.com/trends/stella-mccartneys-2024) Spring/Summer 2014 runway. Rather than setting up a traditional catwalk, this unique runway show consisted of a long tank of glass, set up so that models outfitted in [Adidas swimwear](https://www.trendhunter.com/trends/entire-studios-x-adidas) could show off the gear as it was meant to be worn underwater. As well as being far more entertaining than a regular swimwear runway show, this dynamic display is a great testament to how these designs perform. On top of the swimmers, McCartney presented other [sportswear garments](https://www.trendhunter.com/trends/staud-sport-1) on groups of gymnasts, indoor cyclists and joggers, having models break a sweat. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 63% | Activity: 44% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Why This Trend Is Growing - **Underwater Fashion Shows:** There is a disruptive innovation opportunity for fashion brands to create unique runway shows that feature models showcasing swimwear underwater. - **Performance Sportswear:** There is a disruptive innovation opportunity for sportswear brands to create designs that are not only stylish, but also perform well during physical activities. - **Entertainment in Fashion Shows:** There is a disruptive innovation opportunity for fashion brands to incorporate entertainment elements in their runway shows to create a more engaging experience for the audience. ### Industries Being Reshaped - **Fashion:** There is a disruptive innovation opportunity for fashion brands to explore new ways of presenting their collections through unique runway shows and incorporating entertainment elements. - **Sportswear:** There is a disruptive innovation opportunity for sportswear brands to focus on creating performance-oriented designs that cater to the needs of athletes and active individuals. - **Event Management:** There is a disruptive innovation opportunity for event management companies to specialize in organizing unique and engaging fashion shows that incorporate entertainment elements. ## Related on Trend Hunter - [Fashionable Technical Sportswear](https://www.trendhunter.com/trends/stella-mccartneys-2024.md) - [Athlete Swimwear Knit Fusion](https://www.trendhunter.com/trends/tom-daley-swimwear.md) - [Performance Swimwear Brands](https://www.trendhunter.com/trends/surface-athletic.md) - [Wellness Focused Swimwear](https://www.trendhunter.com/trends/bathing-belle.md) - [Sustainable Statement Swimwear](https://www.trendhunter.com/trends/animalia.md) - [Collaborative Luxe Swimwear](https://www.trendhunter.com/trends/adriana-degreas-x-sabine-getty.md) - [Contemporary Athleisure Brands](https://www.trendhunter.com/trends/staud-sport-1.md) - [Stylish Beach-Ready Swimwear](https://www.trendhunter.com/trends/new-swim-collection.md) - [Streetwear Label Expansions](https://www.trendhunter.com/trends/ksubi-unveils-kswim.md)