Netti Hurley was among the content creators chosen for the new campaign for Adidas by Stella McCartney's latest collection. It features Parley Ocean Waste. | Adidas
Adidas by Stella McCartney’s newest sustainable vegan activewear collection has arrived.
Called FUTUREPLAYGROUND, the new sustainable performance range is made partly with recycled plastic. It’s the first chapter of Adidas by Stella McCartney’s Spring/Summer 2021 collection.
Inspired by street sports and women skate crews with “bold, clashing, and expressive prints,” the brands designed this first chapter around the theme of land. It will be closely followed by a second chapter, based on the theme of water.
As with everything Stella McCartney produces, for FUTUREPLAYGROUND, only the best, high-quality, sustainable materials feature. These include PRIMEBLUE and PRIMEGREEN. The former features Parley Ocean Plastic (plastic upcycled from ocean waste). The latter, a high-performance yarn, features 50 percent recycled materials.
As well as sustainability, easy movement is central to each piece. The range is not just for athletes, but anyone who likes to get out, exercise, and move their body freely.
Notable items from the collection include the light, breathable, and absorbent Truepurpose Cycling Tights made with PRIMEGREEN, and the Ultraboost Sandal. Made with PRIMEBLUE, the latter is described as a “high-tech running shoe that doesn’t fall short on style.”
Adidas and Stella McCartney handed creative control of the campaign around the new FUTUREPLAYGROUND activewear collection to solely female content creators. Each has cast models and activists to help “bring the collection to life.”
Speaking of the decision to ask young female creators to direct the campaign, Stella McCartney said in a statement: “Young people today are so full of creative ideas. [They] have an incredible energy. So I think it’s really important to give them opportunities to share their work and vision.”
One content creator chosen to help with the creative is Monika Mogi. Now based in New York, Mogi hails from Tokyo, Japan. Much of her inspiration comes from her hometown. This reflects in her online shop, which sells unique prints and ashtrays.
Mogi chose to cast sustainable and organic farming advocate Yuri Hibon, as well as South Korean archer and Olympic bronze medalist Ren Hayakawa for her part of the campaign.
According to a press release, with Mogi’s direction, Hibon “shares how she uses nature as a space for clarity of thought and an inspiration to raise awareness around its protection.”
An athlete through and through, Hayakawa’s content is inspired by the “energy of her surroundings.”
Also from New York is director Anna Pollack. Based in Brooklyn, she “explores youth-culture” in her work, capturing it through a “multi-faceted lens.” She chose to cast Lourdes Leon, environmentalist, feminist, and daughter of pop icon Madonna. She also cast Akili King, a Vogue beauty and editorial assistant described as a next “generation voice” for inclusivity and female empowerment.
In the UK, Adidas by Stella McCartney has sought the talents of Netti Hurley, a London-based filmmaker on a mission to “sensitively and truthfully” tell the stories of her generation. Among her casting choices is Georgia Moot, a model and mental health advocate.
“The directors and cast from across the globe who brought this conscious campaign to life are incredibly diverse in both their backgrounds and their beliefs,” continued McCartney.
Each creator has their own unique goals, influences, and passions, but the campaign brings them together with sustainability as the focus.
“I love seeing how each individual is working to protect the planet or their community in their own way,” the designer notes. “And how they’ve each captured the collection in settings that celebrate their environment – serving as another reminder as to why it’s so important we strive to protect it.”
To shop the new FUTUREPLAYGROUND collection see here or check out the Adidas app.
This post was last modified on January 15, 2021 8:37 pm