As a key highlight for the spring/summer 2010 season, adidas Originals introduces its new blue label collection named “Originals A.039”. The label will be an integral part of the overall adidas Originals line, but is differentiated by its “A.039” branding, which is the internal code for the Originals blue colour. Built to offer an outfit-driven concept, the “Originals A.039” blue label collection presents entire looks from head to toe, for men and women. Led by apparel and completed by footwear, it reflects the incomparable values of originality, quality and authenticity that the Trefoil brand stands for – in a fresh way and with special attention to detail.
The new collection is based on adidas Originals’ strong roots, iconic styles and wellestablished 3-Stripes mark in combination with contemporary design presented by quarterly offers in spring/summer 2010. Its first quarter offer is characterized by subtle colours and sophisticated looks and cut lines. Highlights are the “Oversized Fabric Mix Tee” with an archive-inspired triangle insert in the front for women or the “Crew Argyle Sweater” in fine gauge cotton knit for men.
Products in the second quarter have a more collegiate approach with brighter colours, colour block and collegiate graphic elements brought to life on styles such as the archive-inspired “Hooded Cape” for women, an ultra-light nylon hooded windbreaker for women in a fashionable cape, or the “Notebook Check Short” for men with its unique notebook-inspired printed poplin.
The colour blue, the Trefoil logo and the 3-Stripes have always marked the identity of the Originals brand and provide the ideal communication sign-off for this new blue label collection that brings back the linear adidas logo in combination with the call-out of “Originals A.039” on product labels and packaging. The linear adidas logo was frequently used in the 1980s, featuring the regular adidas font and the Trefoil next to each other in one line.
The “Originals A.039” collection will be on sale from January 2010 at adidas Originals stores and at selected partners in the adidas fashion distribution channel. Prices for apparel range from EUR/US$ 30 for classic tees and tops up to EUR/US$ 450 for statement pieces like a leather jacket. Footwear styles start at EUR/US$ 45 for canvas espadrilles and go up to EUR/US$ 120 for hi-cut silhouettes.