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How and why some products become accepted as brands in their own right and part of the language is part science and part alchemy. But the birth of brands within brands such as Austin's Mini or Apple's iPod does not happen often.
Adidas feels the time has come for the Evil Eye which has sold more than a million pieces around the world in various guises since 2000. The launch of the Evil Eye Halfrim is: 'huge for Adidas,' says Ben Ashlin - brand manager Adidas Eyewear UK and Ireland. 'It's more than just a product it's a mini brand within the range.'
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