The Sportswear International's 30th. Anniversary Celebration was held in Berlin's Olympic Stadium July 21, 2005. Featuring, for the very first time, the official SIFA Award Ceremony. Atelier LaDurance was chosen by a jury of the editors of the magazine and retailers worldwide to be awarded for the category 'best mens denim collection'.

All SIFA winners were encouraged one month before by Sportswear International editor and publisher Klaus N. Hang, to prepare a short ‘brand’ trailer. The 1 minute spot animation for Atelier LaDurance, was broadcasted, the very evening on video screens of the Berlin's Olympic Stadium. Introducing ‘le spirit’ of the brand.