What was the catalyst for this adidas Originals and Diesel partnership?
The main purpose was to reinforce our long-term relationship, which started some time ago with the launch of the denim collection.
Was it a strategic move to release footwear after the denim collection?
It was more than a strategic move, but a natural flow between both brands. We got along well and decided that it was time for us to develop a project the other way around, leveraging the strength of adidas Originals in developing iconic sneaker styles incorporated with the DIESEL DNA.
How does this season differ from the original season of footwear?
This collection is an evolution more than a revolution from the previous one. What we did was to implement the collection with more elements from the world of Diesel, such us rivets, waxed leather and accessories taken from the denim experience.
Was there a particular theme to the collection?
There are strong hiking and trekking inspirations, but also street influences.
How did the design process with Diesel work? Was it conceptualized first and then placed on select models? Or the other way around?
In a collaboration, you can’t really split or separate creativity from execution. It’s a mutual exchange, a continuous collaboration, starting from a creative brief, developing into choosing the right sneaker styles in terms of image and selling result, up to the effective customization of the shoes.