Sunday, December 30, 2007

Adidas goes Denim with Diesel

German sportswear and lifestyle label Adidas is adding denim to its expanding collection of cool apparels and sportswear.

Come 1st February 2008, the iconic sports brand will launch its first denim collection called Adidas Originals Denim by Diesel.

A new fashion collaboration with Italian contemporary fashion house Diesel, the new collection is available for both men and women in four different washes and represented by Adidas legendary trefoil insignia and Diesel co branding for recognition. The partnership between Adidas and Diesel - two legendary names in fashion and sportswear - was made based on unconstrained collaboration and exploration spirit.

“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.”

To accompany the collection is a series of campaign that celebrates both authenticity and originality, taking "83 original ways to successfully waste your time" as its inspiration. 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 and through events

Adidas' Originals Denim by Diesel collection will be available at all Adidas Original stores worldwide starting Spring/Summer 2008 with price range of 160 Euro for the female adi-rohnary model up to 210 Euro for the male adi-viker model.

*Photo courtesy of Adidas.

Adidas Originals Store - Lot 312, 3rd Floor, Suria KLCC, 50088 Kuala Lumpur.

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