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PARIS — The worlds of fashion and sports will be teaming up once again, this time with a collaboration between Adidas and Diesel.
Adidas Originals and Diesel have joined in a four-year collaboration deal to develop Adidas Originals Denim by Diesel.
Adidas is no novice when it comes to tie-ups with other brands and designers. Its Adidas by Stella McCartney line, part of the group’s sport performance division, will introduce its debut golf collection next spring, while its Y-3 collection, part of the Adidas sports style arm continues to extend its retail reach with this fall’s flagship openings in Paris and Miami.
Adidas Originals Denim by Diesel consists of two styles for both men and women and will be available exclusively at Adidas Originals stores worldwide. One style for women features a slightly elevated waist with a slight boot cut available in two different washes. The second style, in black denim, offers a chic alternative.
“This is the first time that we have entered into a collaboration of this kind with Adidas Originals,” explained Hermann Deininger, chief marketing officer for 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 codesigned range boasts the Adidas Originals Trefoil and the Diesel branding. Retail prices range from 160 euros, or approximately $237 at current exchange, for the women’s jeans, up to 210 euros, or $311 for men’s styles. A campaign supporting the new collection will launch in February called “83 original ways to successfully waste your time.”
Adidas’ sport performance division is the company’s largest division, making up 78 percent of sales. Its sport style arm — including Adidas Originals and Y-3 — accounts for 22 percent.
This story first appeared in the November 26, 2007 issue of WWD. Subscribe Today.