venture ['ventʃə]
n. 企业;经营项目
图片来源：Prada
Italian fashion house Prada and German sportswear giant Adidas are joining forces to produce a limited edition trainer and sailing shoe.
意大利时尚品牌普拉达和德国运动服装品牌巨头阿迪达斯将联合生产一款限量版运动鞋和帆船鞋。
It's the first time two of the most famous names in retailing have combined in what they say is a long-term partnership.
这是零售业最著名的两家公司首次达成长期合作伙伴关系。
But what to call the venture? Pradidas and Adada are among the favourites in the Twittersphere.
但该怎么称呼这款合作产品呢?推特圈最喜欢的名称有Pradidas和Adada。
Prada's marketing department could probably do better, though, as they've already demonstrated peerless descriptive powers in the press release.
不过，普拉达的营销部门或许可以做得更好，因为他们已经在新闻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."
“这次合作的目的是研究传统、技术和创新领域，并通过出人意料的策略来挑战传统智慧。”
The shoes will be "based on an authentic fusion of fashion and sport" that mixes their "sporting heritage and visionary approach".
这款鞋子将“真正结合时尚与运动”，融合它们的“体育传统和远见”。
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.
如果有人认为他们生产的运动鞋在穿过几次之后就会和其他鞋子一样臭，那他们可以重新考虑一下。
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".
这些鞋子不会像旧运动鞋一样，因为普拉达赋予其一种“形式与功能、奢华与实用以及不同意识形态并存的形象性”。
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".
撇开嘲讽不谈，普拉达并没有参与太多合作，因此与阿迪达斯的合作被时尚人士视为意外之举，而这也是阿迪达斯令人意外的一次行动。正如《GQ》杂志所说，两家公司“处于不同的领域”。
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.
之前阿迪达斯也曾涉足高端时尚界，与斯特拉·麦卡特尼、里克·欧文斯和坎耶·韦斯特的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.
该系列将于下个月推出两款运动鞋，于明年推出Luna Rossa牌帆船鞋。这些限量款鞋子都将在普拉达位于意大利的工厂中生产。
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.
毫无疑问的是，如今的运动鞋不仅是时尚的代名词，也成为收藏家的收藏品。今年7月苏富比拍卖公司在纽约拍卖的一批珍贵的运动鞋以100多万美元的价格成交。
今日词汇
venture ['ventʃə]
n. 企业;经营项目
a joint venture合资公司
Successful venture capital investment is a lot harder than it sometimes looks.
成功的风险投资有时要比它表面看起来困难得多。
