In spring/summer 2009 adidas Originals will unveil a fresh collection that celebrates and reflects decades of the brand’s rich heritage and lifestyle credentials. 2009 marks the 60th anniversary of the iconic 3-Stripes mark introduced by company founder Adi Dassler. For consumers “60 Years of Soles and Stripes” means a year-long celebration of product introductions that has something for everyone. adidas is launching the collection with an innovative presentation at Milan Fashion week that truly represents what adidas Originals is all about – Celebrating Originality. Rather than through a runway show, adidas will host a “house party” which in addition to being a creative way to showcase product, is also a sneak preview to into the global brand campaign which will launch later in the year. A two-floor stage show installation built up as an enormous house brings the party to life, hosting all the different product themes and spring/summer 2009 concepts that make up the Trefoil brand such as the anniversary range “60 Years of Soles and Stripes”. This special line comprises footwear and apparel products that have become timeless classic styles through the last six decades and different eras. Accompanied by a comprehensive women’s line of mix-and-match styles, the new spring/summer 2009 collection presents an extended summer fashion offering, serving in particular the coastal and urban street scenes. The new range will be available at adidas Originals stores as well as selected sneaker and fashion doors all around the world starting in January 2009 together with the global roll-out of the new campaign which initially will launch in the USA in November 2008.
As a groundbreaking new men’s sub-collection, the collaboration with Italian pop icon scooter manufacturer Vespa, one of the biggest and most original mobility brands worldwide, presents another product facet that truly speaks originality. Two authentic lifestyle brands, both focused on design, present a unique partnership with products referencing classic and contemporary men’s looks and colors that serve the needs of both classic scooter riders and all fans of casual and clean design.
The new relationship with Vespa and our existing relationship with Italian lifestyle brand Diesel on the Originals Denim by Diesel range make Milan Fashion Week the perfect platform for adidas to host the Originals spring/summer 2009 global launch. Hermann Deininger, CMO adidas Sport Style, commented: “I am very excited that we are hosting our 2009 global launch for adidas Originals during Milan Fashion Week and I believe that the addition of adidas Originals to Milan brings an interesting street wear dimension. With the addition of Milan, adidas is now present at all four major Fashion Weeks for spring/summer 2009, an exciting milestone as we build on the style credential of the adidas brand.”
The recently introduced product customization tool “mi Originals” presents an additional highlight of the overall launch presentation. The tool allows sneaker lovers to design their own individual pair of shoes and thereby choose between two of the Trefoil brand’s most iconic footwear models: the Superstar and the ZX700. mi Originals will be exclusively available in the reworked and reopened Milan Originals Store from September 18th onwards, allowing the unlimited celebration of originality that the Trefoil brand stands for.
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