The latest in the now near-ubiquitous world of fashion-athletic design collaborations, Adidas announced today that it's inked a four-year deal with Italian denim lifestyle company Diesel to create "Adidas Originals Denim by Diesel."
That's quite a mouthful (why not just "Adiesel"?) for four pairs of jeans, two styles each for guys and gals, examples of which appear at left. You'll start seeing them at Adidas Originals stores worldwide Feb. 1, and if you're so inclined you'll throw down 160 to 210 euros, or about $240 to $320 in our currency. Not cheap, but not out of the realm of outrageously priced denim currently out there on retail shelves at Atrium, A Bathing Ape, A.P.C., or any of the more upscale department stores.
While the product looks pretty much de rigeur for premium denim, more importantly, the deal gives Adidas one more link in its lifestyle chain (which has included the Y-3 line, designed by Yohji Yamamoto, since 2002), according to a statement by Hermann Deininger, CMO of Adi's 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," he said.
The line will be designed by both the Adidas Originals teams and Diesel's own creative department, and stitched with both Diesel and Adidas logo details.
Not many details on the marketing front yet, though head corp PR honcho Anne Putz told me that there will be a "below the line campaign" that will include an online initiative, in addition to pr efforts and in-store promotions.