Well millions of dollars, more importantly millions of people wanting your product for things other than playing sports. They want to look as though they are playing sports. Nike and Adidas have a real foot hold in the sporting market so why not try to capture the whole market. I prefer Adidas so I will talk about their fashion plate symbol, Stella McCartney, who was awarded in june of 2004 the best Designer of the year in London, is now designing a line for Adidas. September 2004 Stella McCartney and Adidas announce a long term collaboration, a sports performance collection for women. The styles are fitting, technically advance from the fabric to physical performance. One part in particular is the Torsion system, which provided lightweight arch support while allowing the forefoot and rearfoot to move freely, much like Nike free. This activity-specific systems support the midfoot and serve as a platform for extended control. Adidas-Stella McCartney
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