At the forefront of the Spring/Summer 2010 collection from adidas Originals is a brand new range, titled “Blue Label Collection A.039”. The label is set to become an integral part of the overall adidas Originals line, offering men and women complete outfits inspired by the internal code for the Originals blue colour, named “A.039”.
The Spring/Summer 2010 collection is inspired by the cult classic film, “Revenge of the Nerds”, depicting the ongoing battle between smart casual and sporty styles. For the Spring/Summer 2010 introductory range, preppy style is the focus, inspired by subtle colours, cut lines and more sophisticated looks. New pastels are key in terms of colours and the dress code is clean, reinterpreting the classic argyle pattern in a new, triangle shape.
Eduard Massier, Marketing and Business Development Director at adidas Emerging Markets, comments on the new label and its introduction:
“The Blue Label Collection A.039 from adidas Originals highlights the evolution of the brand since we began almost a decade ago. The introduction of this range presents originality in a completely new way, taking cult classics and reinterpreting them for the sophisticated shopper.”
Highlight pieces for men in spring/summer are the archive-inspired crewneck argyle sweater in fine gauge cotton knit. For women, the round neck oversized tee with an archive-inspired triangle insert in front and the oversized cropped sweatshirt with its unique shape due to three horizontal pleats in the front mark the highlight in spring/summer 2010.
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 single jersey tank top dress with an all-over number print or a hooded sweater with raglan sleeves and mesh knit graphic on the front.
The “Originals A.039” collection will be on sale from February 2010 at adidas Originals stores in the UAE.
