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adidas Originals Spring/Summer 2008: Introducing adidas Originals Denim by Diesel
On February 1, 2008
Two iconic lifestyle brands, adidas Originals and Diesel will launch a landmark product collaboration – adidas Originals Denim by Diesel. The first denim collection to result from this four year relationship is a collectible line of extremely detailed, premium denim for true jeans lovers, designed in conjunction with the adidas Originals and the Diesel Creative Team, 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 and through events. Because staying open to others is what being unconstrained is all about.
Step 2: Approach your favourite boutique with heightened anticipation. 
Step 3: Once inside, do soak in the atmosphere and have a general glance though of the entire collection.
Step 4: Don't forget to check out the signature items of what your favourite brand is famous for, in this case its jeans, jeans, jeans! 
Step 5: Pay close attention to the cutting, fit, wash and detailing. Don't be embarrassed to try on ALL the items of interest and ask for opinions. Remember, what looks good on the rack may not necessarily look good on you! 
Step 6: Once satisfied with your choices, proceed to cashier for payment. Do provide the relevant loyalty cards for point accumulation and any extra privileges. Feel free to snap snap at the cashiers for freebies for catalogues, samples and gift premiums.
Step 7: Breath a sigh of relief once the payment transaction is approved. Save any regrets that you may have for later when the statement arrives, hehehe...
