Adidas’ new Stella McCartney women’s tennis collection was launched with an innovative event that saw several leading players appear on a mirror tennis court. The glitzy launch on what must be the shiniest tennis court ever built formed a kaleidoscopic visual effect – thus creating a fashionable and fascinating set of images.
McCartney’s new ‘Barricade’ range, which centres around ‘performance-focused tennis apparel with a fashionable spin’, was launched by the sports equipment giant and agency Naked Communications at the start of the year’s first major tournament – the Australian Open.
The media event was fronted by Adidas ambassadors Caroline Wozniacki, Maria Kirilenko and Laura Robson, each of whom took aa turn out on the mirror court which measured 11.4m long, 8.5m wide and 3m high.
The court itself was built in a warehouse in West Melbourne, where the Australian Open is taking place.
The launch, which aims to mirror the fusion of fashion and high-tech performance materials, was supported by images shot by fashion photographer Astrid Salomon and an event video created by production company Colour Me Films. The webfilm was rolled out across social and online channels. PR was handled by ESP and NAC tomorrow.
The debut of McCartney’s adidas apparel line is also accompanied by a fan competition running through to 27 January on adidas’ Women’s Instagram page. The competition asks fans to capture their adidas tennis look “for a chance to win some of the new kit.
In addition to the reflective launch event and accompanying online film and imagery, the campaign also includes a web ad execution which is drawn from a webfilm on the range’s new adidas site which includes a behind-the-scenes look at the Woznjacki and Petkovic shoot.
Following the great success of Stella McCartney’s Team GB Olympic kit for adidas last year, this is the next major step on the partnership between the German sports giant and the British fashion designer.
It revolves around blending the shimmering glamour of the fashion world with top level women’s sport – as so many women’s tennis campaigns have done in recent years.
The debut of McCartney’s collection is the first of 13 further adidas women’s campaign which will be launched in the first quarter of 2013 and it’ll be interesting to see how many take the route of combining fashion glitz with high performance.
Mirror Tennis YouTube
Adidas By Stella McCartney Barricade Website