Walking around Berlin Mitte you’ll find numerous posters hanging at walls and control boxes. They are the first signs of the new Adidas Originals and Diesel product co-operation: “adidas Originals Denim by Diesel”. The first collection contains two male and female jeans models distributed exclusively at adidas Originals stores worldwide.

The poster you see below is the first of ten collaboration images of the campaign. It teaches us to “Collaborate with a friend” and shows “83 original ways to successfully waste your time”.

So what about the brand and target group fit? Both brands are successful European lifestyle fashion brands with worldwide success and individuality and expression as important values. One brand is from Italy, the other from Germany. OK, nothing wrong here.

But originality is a key brand value of adidas Originals with both - communication and product themes - focusing on this topic. And this image dimension would have been much better addressed through a partnership with Levi’s (“Levi’s® jeans are the original, authentic jeans”). Respectively, I believe the brand fit is not ideal.

However, the partnership provides benefits to both partners: the denim collection is expanding adidas Originals product range and strengthens its positioning as a fashion rather than sports brand. Diesel, on the other hand benefits from the positive image transfer – especially regarding the trend dimension, I believe.

I’m really looking forward to the following campaigns. Let’s wait and see what’s coming next…

Other blogs that wrote about this marketing co-operation and the co-branded jeans:

Adidas joins hands with Diesel: Introduces new jeans

The latest news in the clothing industry world is that Adidas is teaming up with Diesel to release the latest clothing line. It seems like Adidas is on a roll these days. The company already introduced Y3 as well Stella Mac Cartney line of clothing this spring. Now, it has signed a four year deal with the Italian Denim company called Diesel.

Full article at: http://www.styleguru.org/entry/adidas-joins-hands-with-diesel-introduces-new-jeans/

Co-Branding From The Waist Down. adidas & Diesel

On February 1, 2008 adidas Originals and Diesel will enter a four-year product collaboration by introducing the first adidas Originals Denim by Diesel collection. Two male and female jeans models will be available exclusively at adidas Originals stores worldwide.

Full article at: http://ifitshipitshere.blogspot.com/2008/01/co-branding-from-waist-down-adidas.html

Diesel Adidas Originals Denim Jeans

Now you can match your Jam Master Jay Adidas Shoes with a pair of new Diesel Adidas Originals Denim Jeans! The new Adidas Originals Denim Jeans collection comes in adi-Thanaz Dirty Medium Treated, Raw and Super Black while the adi-Viker is available in Dark Blue Treated, Dirty Medium Treated and Raw. Diesel Adidas Originals Denim Jeans feature cool trademarks like an Adidas trefoil label and Adidas’s signature stripes on the hip and on the inseam.

Full article at: http://www.besportier.com/archives/adidas-originals-denim-by-dies.html

Adidas press article

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.

Full article at: http://www.press.adidas.com/DesktopDefault.aspx/tabid-4/79_read-8626/