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Snowboarders will soon have a cool alternative for their off-the-slopes activities as well.
This story first appeared in the April 27, 2010 issue of WWD. Subscribe Today.
Adidas Originals and Burton are teaming up to create a limited edition collection of men’s apparel and footwear designed to be worn after they come off the mountain.
The line, which will consist of 21 apparel pieces and seven styles of footwear, is expected to hit select Adidas Originals and Burton stores worldwide in November. It will sport Adidas Originals Trefoil and Burton branding and prices will range from $40 to $350 for apparel and $90 to $200 for footwear.
Ben Pruess, vice president of Adidas Originals and a former professional snowboarder, said he knew the Adidas Originals customer was snowboarding and, although they wanted to continue their relationship with the company, had to change their apparel to fit that purpose.
So as “brand managers,” he said, “whether it’s denim or technical mountain gear, we don’t want to stretch too far. So we went to the experts to add authenticity.”
That search led to Burton, the undisputed king of the mountain, which had a long, personal relationship with Pruess.
“They’re the icon of the snow and we’re the icon of the street, and this is a fusion of both.”
“Adidas has an amazing history and heritage, so we are excited to work with them on this project,” said Greg Dacyshyn, senior vice president and creative director, Burton Snowboards. “To me, the goal of a really great collaboration is when the personalities of the brands compliment each other. That is the case with this collection, which is a totally fresh and progressive blend of our two cultures.”
From Burton’s perspective, Pruess said, the company was seeking “transitional” product that would have the Burton sensibility but could be worn off the hill. So while the collection offers moisture-management and waterproof properties, it has “more of a street vibe,” Pruess said.
Apparel items include fleece tops, three-quarter length trenches, down jackets “with a street cut,” and footwear with collapsible heels for easy exits and higher tops for walking through slush. “Everything is environment-appropriate,” he said.
Pruess said that, right now, the association is a one-shot deal, “but the idea is to learn, react and adjust.” The relationship between the two brands is strong, he said, and once the first collaboration hits the streets, Pruess expects discussions to continue on adding more products and distribution points in the future.