( CNN ) -- Adidas , the brand loved for its sports gear , might be expanding into fashion but it wo n't desert its fitness loving fans , the chief executive says . Adidas is now working with top designers , such as Stella McCartney , to create a distinctive genre of sportswear and lifestyle fashion products . But while ceo Herbert Hainer is happy with the diversity the collaborations provide , its main priority will always be sportswear , he told CNN . `` Football is our heart and our soul , '' he said . `` This gives us a driving edge in Europe , '' he added . Adidas is an official partner of the European Champions League and the 2012 European Football Championship . This means its commitment to Europe will grow despite the continent 's vulnerable economic conditions , Hainer said . `` Europe is still a huge market , '' he noted . `` Be it in the mature markets [ France , Germany , England ] or the emerging markets ... especially Russia , '' he said . `` I am not concerned about Europe . There is no doubt that we will further grow in Europe , '' he added . Adidas has navigated the worst of Europe 's economic difficulties thanks to the strength of its brand name and the diversity of its product portfolio , he said . The German sportswear giant has grown steadily throughout the first half of 2011 across all of its brand name titles , including Reebok and Tailor Made . Consumers are looking for innovative products and despite difficult economic times across the world , Adidas is delivering , Hainer said . `` We have an unbelievably healthy situation because we have global brands , bring permanently innovative products to the market and this is what the consumer really appreciate , '' he added . CNN 's Eoghan Macguire contributed to this report .
Adidas is now working with top designers , such as Stella McCartney . But its main priority will always be sportswear . Adidas has navigated the worst of Europe 's economic difficulties due to its strong brand .