Online retailers have been particularly hard hit by the stock market slump in technology stocks after the high-profile collapse of sportswear and fashion retailer boo.com in May.
Which is why when Adidas approached Stella McCartney to design a line of sportswear for the company, eyebrows were raised in both the fashion and sports worlds.
Collaborations in recent years with avant-garde designers such as Bernhard Willhelm and Damir Doma, as well as a more recent partnership with luxury French winter sportswear label Moncler, have helped to cement the label's reputation in the fashion world.