| To get the promotional ball rolling, Diesel has teamed up with top British indie comic title 2000 AD, for a Global in-store promotion to launch the new range. Available with every purchase, a specially commissioned 2000 AD comic will feature the Diesel fashion editorial 'The Return of the Ice Crusaders', together with "exciting bespoke stories on bizarre clothing and youth culture from the 2000 AD archives, providing a perfect backdrop to the Diesel vision of future fashion."
Rebellion, publishers of 2000 AD and associated titles such as the Judge Dredd Megazine, were delighted when Diesel approached them with the idea for the joint promotion. Jason Kingsley, CEO and Co-publisher said, "The Diesel brand has always been one of innovation and creativity and we felt it was a perfect fit with the 2000 AD brand and characters. Science Fiction is a genre that is always evolving due to its very nature, and developing a clothing line within this is an exciting step forward. Only a brand like Diesel could be successful with it."
This isn't the first time that 2000 AD has taken part in specific brand association promotions; the most recent promotion was with Universal Studios for the hit movie Shaun of the Dead, where a comic strip written by the film's star and creator, Simon Pegg, was commissioned and published to coincide with the film release.
Jason Kingsley concludes, "Weâ??re very proud of our work, past and present, and weâ??re looking forward to engaging with a market who may not be aware of the 2000 AD universe, but will experience its 'thrill power'!â?
The collection will be launched in Diesel stores from June 2004. |
Judge Dredd and 2000 AD © Rebellion A/S 2008.