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Details on Industry Insight.
Burlington (USA)/ Herzogenaurach (Germany), April 27th, 2010 – adidas Originals and Burton Snowboards today announced the adidas Originals x Burton lifestyle collection, available for just one season starting in November, 2010. The new collection combines the aesthetics of the most iconic streetwear brand with the world’s leading snowboard brand, resulting in a limited edition line of men’s apparel and footwear.
“adidas Originals is committed to meeting the taste of our consumers by continuing to introduce fresh new concepts that fit their lifestyle and extend the brand in organic and credible ways,” explained Ben Pruess, Vice President adidas Originals.
“When venturing into this area, we wanted to partner with the leading brand in the market to ensure an authentic and inspirational proposition. This helps us extend our offer while staying committed to our core. When you find the right partner, it compliments both brands as experts in their fields while bringing something new to both of our consumers. Burton was the one and only choice for us when we decided to transform our product from the street to the slopes.”
“adidas has an amazing history and heritage, so we are excited to work with them on this project,” says Greg Dacyshyn, Senior VP & 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.”
The adidas Originals x Burton collection will be exclusively available this Fall/Winter 2010 season at select adidas Originals and Burton Flagship Stores worldwide.
Designed by the adidas Originals and the Burton creative teams, the line consists of 7 footwear and 21 apparel pieces, which all feature the adidas Originals Trefoil and Burton branding. Product prices will range from 90–200 $/€ for footwear and from 40–350 $/€ for apparel.