Adidas and Diesel Collaborate, Open up Creatively

Adidas and Diesel Collaborate, Open up Creatively
Orli Sharaby
  • 5 february 2008

Yesterday PSFK was invited to attend the launch of adidas Originals Denim by Diesel, held at the newly re-designed adidas Originals store. The “creative tooling area” of mi-Originals (adidas’s answer to Nike ID) was wholly unimpressive, and the kitsch party elements like underage male models having a pillow fight was nice eye candy at best. But what really struck us was the fact that the Hermann Deininger, CMO of adidas Sport Style, and Wilbert Das, Diesel Creative Director, were sat on a couch, surrounded by journalists, bloggers, regular people – whoever, it didn’t matter, nobody was checking credentials – asking them questions and recording their answers.

These two creative powerhouses opened themselves (and their companies) up to all manner of questions, including probing ones like “Why do people spend $300 on jeans?” and, even better, “What have you learned from each other?” and answered with the utmost honesty and sincerity about “shared values,” “craftsmanship,” “authentic workwear,” and “inspirational marketing imagery.” Unfortunately PSFK was too enraptured by the concept of these two sitting down for open questioning that we forgot to actually ask questions, but we think the answers are almost less important than the fact that the forum happened. And we took a picture, too.


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