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Newsreel: Stella Holds Tight... Nike SPARQs... K-Swiss Pops Up...

Have Stella McCartney and Adidas run out of categories for their collaborative fitness line? For the first time since launching three years ago, Adidas by Stella McCartney isn't adding a fitness category, which had become a brand signature, for fall.

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with contributions from Rachel Brown
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A Nike SPARQ top.

Photo By WWD Staff

STELLA HOLDS TIGHT: Have Stella McCartney and Adidas run out of categories for their collaborative fitness line? For the first time since launching three years ago, Adidas by Stella McCartney isn't adding a fitness category, which had become a brand signature, for fall. In February 2005, the first collection launched with running, training and swimming. Then came trail running and rock climbing for fall 2005, followed by tennis in spring 2006, winter sports in fall 2006, yoga and gym for spring 2007, dance for fall 2007 and golf this spring. But there is still plenty of expansion ahead, according to Adidas, which said there will likely be a new category added for spring 2009.

NIKE SPARQS: Nike is launching Nike SPARQ (which stands for speed, power, agility, reaction and quickness) Training — which the active giant is calling "its most comprehensive performance training launch ever." Nike SPARQ combines a line of footwear, apparel and equipment with nike.com technology, and a partnership with Velocity Sports Performance Centers and 750 personal trainers — all to make young athletes better on game day. Called Nike Pro Core, the apparel line features a performance base layer. Hitting Niketown and other sports retailers nationwide this week, the collection retails from $25 to $45. In the last two years, more than 44,000 athletes from 2,000 teams were SPARQ tested, registering "SPARQ ratings" to track their progress, measure improvement and benchmark against other athletes worldwide. Athletes can find Nike SPARQ Train at more than 65 Velocity Sports Performance Centers, which has SPARQ equipment and the

Nike SPARQ Training Network of more than 750 personal trainers.

To promote the launch, Nike is kicking off the "My Better" campaign this week, which includes print, digital, live experiences and TV using Nike athletes.

K-SWISS POPS UP: K-Swiss is getting into the retail game, with a pop-up store on The Promenade in Santa Monica, Calif. Selling tennis and fitness apparel and footwear, the shop will be open this Friday through April 3. Shortly after it will pop up again in New York, according to the company.

LUCY OPENS DOORS: Six months after VF Corp. bought active retailer Lucy, the Portland, Ore.-based active brand is opening three new stores this month — bringing the total to 64. On March 21, Lucy will open a 1,500-square-foot shop in San Francisco's Embarcadero Center and a 1,300-square-foot door at Town Center Plaza in Leawood, Kan. Then the company will bow a 1,800-square-foot store on the Avenue East Cobb in Marietta, Ga., on March 28. The growth plans continue the rest of the year with five more openings: Bethesda, Md., and Darien, Conn. in April; Littletown, Colo. in May; Roseville, Calif., in August, and Annapolis, Md., in October.
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