Diesel has announced a series of initiatives for its 30th anniversary.

To mark this significant birthday the book XXX Years of Diesel Communication (Rizzoli/Rizzoli International) examines the company’s wildly imaginative advertising and marketing. Author Kevin Roberts, worldwide CEO of Saatchi & Saatchi, introduces and analyzes campaigns from the birth of the company to the present day providing unique insight into the evolution of Diesel’s communication strategy. Enclosed with the book is a highly collectible DVD featuring all of Diesel’s provocative TV advertising, historic videos and a sneak preview of the future of Diesel’s creative direction.

On October 11 at 6 p.m. Diesel will kick off its 24-hour non-stop party celebration across the globe through 17 worldwide capitals and eight different time zones. The massive celebration will start from Japan and finish in New York. Cities will include Beijing, Dubai, Tel Aviv, Athens, Amsterdam, Milan, Zurich, Munich, Paris, Stockholm, Copenhagen, Barcelona, Oslo, Helsinki, London and São Paolo. All celebrations will be visible live on Diesel’s web TV at Diesel.com.

And for one day only, on October 10, Diesel will offer in all 160 stores worldwide and on the web Dirty Thirty limited-edition jeans. Thirty-thousand pairs featuring “dirty” effects, wearings, stitched applications and the years 1978-2008 specially embroidered were created for the event.

Other guerrilla marketing initiatives commemorating the anniversary include giveaways of sponge and sprays on October 3 at 6 p.m. in Milan’s Piazza Duomo.