Adidas and Diesel Collaborate, Open up Creatively
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.
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