Two iconic lifestyle brands, adidas Originals and Diesel, will launch a landmark product collaboration worldwide: adidas Originals Denim by Diesel, a collectible line of extremely detailed, premium denim for true jeans lovers.
The new denim range will be presented for the very first time during Berlin Fashion Week with an exclusive event at the re-opened, newly designed Originals store on January 30th.
The number one Originals Denim by Diesel collection to result from a four-year partnership has been designed in conjunction with the adidas Originals and the Diesel Creative Team, the latter headed by Creative Director Wilbert Das. Two male and two female models presented in four different washes will be available exclusively at adidas Originals stores all around the world starting Spring/Summer 2008. Prices range from 160 Euro for the female adi-rohnary model up to 210 Euro for the male adi-viker model. Representing the long-term partnership of the two brands, the range is recognizable by the adidas Originals Trefoil and the Diesel co-branding.
adidas Originals and Diesel – two global brands that stand for authenticity, self-expression and creativity for the fashion forward - have come together in the spirit of unconstrained exploration and collaboration.
“I am an adidas fan myself and I am very excited about this project! It is the first time that Diesel creates a denim line with another lifestyle brand and we wanted to do it with adidas that shares with us the same fresh attitude and care for high quality and creativity,” said Renzo Rosso, President of Diesel.
“This is the first time that we have entered into a collaboration of this kind with adidas Originals, and we would only do this with the right partner who brings our consumer something truly unique" – explained Hermann Deininger, CMO adidas Sport Style Division. “Now when a consumer walks into one of our stores, we can offer them a complete look - from a track top to jeans to a pair of sneakers.”
The unconditional approach to individuality and expression shared by both brands is presented in the first Originals Denim by Diesel collection and the below-the-line campaign to celebrate both authenticity and originality.
The general concept behind the different campaign executions is the expression of “83 original ways to successfully waste your time” by presenting playful, inspiring ways to encourage open, uninhibited self-expression and celebrate originality. 83 inspirations is just a start to invite everybody to share ideas in adidas Originals stores, online at www.adidas.com/Diesel and through events. Because staying open to others is what being unconstrained is all about.
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