Ben Pruess, vice president of Adidas Originals and a former professional snowboarder, said he knew the adidas Originals customer was snowboarding and, although they wanted to continue their relationship with the company, had to change their apparel to fit that purpose.
So as “brand managers,” he said, “whether it’s denim or technical mountain gear, we don’t want to stretch too far. So we went to the experts to add authenticity.”
“Adidas has an amazing history and heritage, so we are excited to work with them on this project,” said Greg Dacyshyn, senior vice president and creative director, Burton Snowboards. “To me, the goal of a really great collaboration is when the personalities of the brands complement each other. That is the case with this collection, which is a totally fresh and progressive blend of our two cultures.”
From Burton’s perspective, Pruess said, the company was seeking “transitional” product that would have the Burton sensibility but could be worn off the hill. So while the collection offers moisture-management and waterproof properties, it has “more of a street vibe,” Pruess said.
Apparel items include fleece tops, three-quarter length trenches, down jackets “with a street cut,” and footwear with collapsible heels for easy exits and higher tops for walking through slush. “Everything is environment-appropriate,” he said.
Pruess said that, right now, the association is a one-shot deal, “but the idea is to learn, react and adjust.” The relationship between the two brands is strong, he said, and once the first collaboration hits the streets, Pruess expects discussions to continue on adding more products and distribution points in the future.
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