October 16, 2012 |
Pop star Justin Bieber will serve as the face of the Adidas Neo sportswear label, the German sportswear company announced Tuesday. In announcing Bieber's new role as the brand's "style icon," Adidas' chief marketing officer, Hermann Deininger, said the singer embodies the spirit of the label. “Justin makes his mark in his own bold and expressive way through fashion, music and style," he said. "Justin will help us spread the spirit of Neo worldwide and showcase the brand's sports- and lifestyle-inspired apparel and footwear silhouettes.” The partnership kicks off with a worldwide contest involving the customized gold sneakers Bieber is wearing on his current "Believe" tour (of which the label is a sponsor)
October 15, 2012 |
SOCCER/FOOTBALL URBAN LEGEND : Pele was paid to tie his shoelaces in the 1970 World Cup Final. Nowadays, the idea of athletes endorsing sneakers is well ingrained in the public consciousness. Seemingly every draft class in the NBA has at least one player sign an endorsement deal with one of the major sneaker companies in the United States (for instance, Anthony Davis, the first pick of the 2012 NBA Draft, has already signed with Nike). However, in the early days of the so-called "sneaker wars" between rival shoe companies Adidas and Puma, athlete endorsements were seen as a much bigger risk.
September 14, 2012 |
Derrick Rose, the NBA superstar who is coming back from a knee injury, has broken down in tears before -- during awards ceremonies and other events. So it shouldn't have come as much of a surprise Thursday when the Chicago Bulls point guard began crying during the unveiling of his new shoe and apparel line with Adidas. As part of the promotion, a video clip was played of Rose's injury and his subsequent rehabilitation. He was asked about the fans' support and it was too much for him. He bowed his head and let the tears roll.
August 10, 2012 |
What's the value of an Olympic presence for the brands that sponsor and outfit the athletes? According to German sportswear maker Adidas, it's worth at least a 24% bump in sales. The company announced Friday that its British sales were up that much (on a currency-neutral basis) for the first half of 2012, "spurred by demand for Olympic and Team GB products," and up 11% globally, to about $8.95 billion, in the same period. It's worth noting that in addition to providing apparel and gear for 3,000 athletes in 25 of the 26 Olympic sports (including the U.S. men's and women's gymnastics teams)
August 9, 2012 |
Even before the chalk dust had settled from the last routine, the world knew the "Fab Five" of the U.S. women's gymnastics team -- Gabby Douglas, Aly Raisman, Jordyn Wieber, Kyla Ross and McKayla Maroney -- would be the marketing world's dream team. It didn't take long at all for the blitz to begin based on the email I received Thursday morning from Adidas, which alerted us that the young ladies popped by the brand's media lounge Wednesday "to...
August 6, 2012 |
MANCHESTER, England - Adidas reportedly paid more than $155 million to be an official sponsor of the London Games - or about $155 million more than Nike spent. But the Oregon company is getting more than its money's worth in London through its colorful shoes. Nike is banned from using the Games to market its sportswear, but neither Nike nor the London Olympics organizers can stop competitors from wearing Nikes because shoes are classified as equipment. And it's not hard to tell who is wearing them.
June 18, 2012 |
Adidas and eccentric Beverly Hills designer Jeremy Scott are under fire for a new shoe design that critics say calls up painful images of slavery. The shoes come with a set of plastic shackles, and a tag line on Adidas' Facebook page strikes a playful tone : "Got a sneaker game so hot you lock your kicks to your ankles?" But others aren't laughing and have taken to social media to lament the design, due out in August. "Our ancestors fought blood, sweat and tears just so fools can turn pain into an accessory?"
June 18, 2012 |
Barraged by expressions of outrage, Adidas announced Monday evening that it's pulling a shoe design that critics say evokes slavery. The design, by eccentric Beverly Hills designer Jeremy Scott, features a plastic set of shackles. Initially it was met with disbelief, then fury, especially in online arenas. On Twitter, the shoes were labeled "Adidas slave shackle kicks. " Talk of a boycott arose. Early Monday, Adidas defended the shoes as the handiwork of a whimsical designer.
April 12, 2012 |
When news of Shabazz Muhammad's college decision reached the Zeta Beta Tau fraternity house on the UCLA campus, there was jubilation. "Everybody was screaming down the halls," Kumar Nadhan, a psychobiology student, said Thursday of the reaction to one of the nation's top two recruits announcing that he would become a Bruin. Dan Chikanov, another psychobiology student, said his roommates "were jumping up and down and we were all chanting 'Sha-bazz!' for five minutes straight.
June 8, 2010 |
Reporting from Johannesburg The new World Cup ball carries the name Jabulani, which is Zulu for "to celebrate." The soccer players who are using it have another name for it: disaster. This wonder of technology that took 50 people five years to develop has landed at this monthlong celebration of nationalistic pride with such a thud that some fear it will hurt the level of competition. The intention was to make a ball that would withstand the rigors of heat and cold, rain and sun. It was supposed to perform equally at high altitude and sea level.