Waitrose print, online and on national television, featuring celebrity chefs Delia Smith and Heston Blumenthal. In 1983 Waitrose became the first major supermarket chain to sell organic food, and by 2008 it had an 18% share of the organic food market. In September 2009, Duchy Originals, the struggling organic food business started by Prince Charles was rescued by Waitrose, which agreed to an exclusive deal to stock the range, and to pay a small fee to his charity. In return Prince Charles visited Waitrose shops and dined with senior Waitrose executives and their spouses. In August 2010, the Duchy range was
Adidas Originals creation of nine unique sneaker sculptures and a fictional story of an avant-garde Adidas designer. In 2010, another Adidas Originals commercial was made. The song was 'Why Can't There Be Love' by Dee Edwards, remastered by Gilles Peterson. "All Originals Represent" was introduced in 2012 featuring brand ambassadors Nicki Minaj, Jeremy Scott, Big Sean, 2NE1, and Derrick Rose. It focuses on the creative spirit specific to unique cities around the globe. In 2014, Adidas Originals announced designer collections with Pharrell and Rita Ora. In 2016, Adidas Originals introduced the "Celebration of Sportswear", which features celebrities such as Jessica Jung, Jay