Italian fashion house Prada and German sportswear giant Adidas are joining forces to produce a limited edition trainer and sailing shoe.
It’s the first time two of the most famous names in retailing have combined in what they say is a long-term partnership.
But what to call the venture? Pradidas and Adada are among the favourites in the Twittersphere.
Prada’s marketing department could probably do better, though, as they’ve already demonstrated peerless descriptive powers in the press release.
“The aim of this partnership is to investigate the realms of heritage, technology and innovation – and to challenge conventional wisdom through unexpected strategies.”
The shoes will be “based on an authentic fusion of fashion and sport” that mixes their “sporting heritage and visionary approach”.
And anyone who thinks they’ll just produce