零售巨頭的跨界：Pradidas和Adada？

Italian fashion house Prada and German sportswear giant Adidas are joining forces to produce a limited edition trainer and sailing shoe.

意大利時尚品牌普拉達和德國運動服裝品牌巨頭阿迪達斯將聯合生產一款限量版運動鞋和帆船鞋。

It's the first time two of the most famous names in retailing have combined in what they say is a long-term partnership.

這是零售業(yè)最著名的兩家公司首次達成長期合作伙伴關系。

But what to call the venture? Pradidas and Adada are among the favourites in the Twittersphere.

但該怎么稱呼這款合作產品呢?推特圈最喜歡的名稱有Pradidas和Adada。

Prada's marketing department could probably do better, though, as they've already demonstrated peerless descriptive powers in the press release.

不過，普拉達的營銷部門或許可以做得更好，因為他們已經在新聞稿中展示出杰出的表述能力。

"The aim of this partnership is to investigate the realms of heritage, technology and innovation - and to challenge conventional wisdom through unexpected strategies."

“這次合作的目的是研究傳統、技術和創(chuàng)新領域，并通過出人意料的策略來挑戰(zhàn)傳統智慧。”

The shoes will be "based on an authentic fusion of fashion and sport" that mixes their "sporting heritage and visionary approach".

這款鞋子將“真正結合時尚與運動”，融合它們的“體育傳統和遠見”。

And anyone who thinks they'll just produce trainers that will be as smelly as the rest after being worn a few times should think again.

如果有人認為他們生產的運動鞋在穿過幾次之后就會和其他鞋子一樣臭，那他們可以重新考慮一下。

These won't be any old trainers, as Prada is bringing an "iconicity" that "resides in the interplay between form and function, luxury and utility, and the ability to juxtapose different ideologies".

這些鞋子不會像舊運動鞋一樣，因為普拉達賦予其一種“形式與功能、奢華與實用以及不同意識形態(tài)并存的形象性”。

Snide jibes aside, Prada does not get involved in many collaborations, so a tie-up with Adidas was seen as a surprise among the fashionistas and a coup for the German company. As GQ magazine points out, the companies "sit in different fields".

撇開嘲諷不談，普拉達并沒有參與太多合作，因此與阿迪達斯的合作被時尚人士視為意外之舉，而這也是阿迪達斯令人意外的一次行動。正如《GQ》雜志所說，兩家公司“處于不同的領域”。

Adidas has dipped its toe into the high-end fashion world before with collaborations with Stella McCartney, Rick Owens, and Kanye West's Yeezy line.

之前阿迪達斯也曾涉足高端時尚界，與斯特拉·麥卡特尼、里克·歐文斯和坎耶·韋斯特的Yeezy品牌合作。

The collection launches next month with two styles of trainer, and next year will see the release of sailing footwear under the Luna Rossa label. The limited-edition footwear will all be made at Prada's factory in Italy.

該系列將于下個月推出兩款運動鞋，于明年推出Luna Rossa牌帆船鞋。這些限量款鞋子都將在普拉達位于意大利的工廠中生產。

And there's no doubt that trainers are not just fashion statements these days, but also collectors' items. In July, a collection of rare trainers put up for auction in New York by Sothebys sold for more than $1m.

毫無疑問的是，如今的運動鞋不僅是時尚的代名詞，也成為收藏家的收藏品。今年7月蘇富比拍賣公司在紐約拍賣的一批珍貴的運動鞋以100多萬美元的價格成交。