Hermann Deininger, CMO of adidas Sport Style comments on Originals by Originals: “When we enter into any new partnership for adidas Originals, it is essential to offer something truly unique and new for our consumers. I am thrilled to say that with Originals by Originals we are staying true to the spirit by bringing great Originals products to market designed by the most original and creative designers of today: Jeremy Scott, Alyasha and Kazuki (Spring / Summer 2009).

There is no question that these are unexpected designs that have never been seen before in the street fashion marketplace and truly take Originals to the next level.”The ObyO concept was conceived to express adidas’ brand positioning: Celebrate Originality. Season after season, this program will allow adidas to offer consumers cutting edge footwear and apparel that reflects the diversity and creativity of the designers and icons who work close to our brand in a totally new and different way.

Originals by Originals is the most diverse, authentic and expressive collaborations the Trefoil brand has entered into. The ObyO concept was conceived to express adidas brand positioning: Celebrate Originality.  Season after season, this program will allow adidas to offer consumers cutting edge footwear and apparel that reflects the diversity and creativity of designers like Jeremy Scott, Alyasha and Kazuki. Designer icons who work close to the brand in a totally new and different way."

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