GOING GLOBAL: Adidas is turning to bloggers for its latest digital lookbook. The Herzogenaurach, Germany-based brand tapped personalities from across the globe — in Berlin, Rio de Janeiro and Hong Kong — to style and shoot 15 different looks. “As a brand, we really focus on interacting and engaging with our consumers in authentic, creative and inspiring ways,” said Gabe Jaffe, senior communications manager of digital marketing. “All the stylists [created] wearable looks, from sporty to glamorous, and that’s something our consumers can relate to.” The lookbook images are now part of a daily style competition titled “City vs. City” on the Adidas website. Visitors can vote on their favorite ensemble and purchase the product online. Among the looks are the ones at left, photographed by New York’s Phil Oh of Streetpeeper.com and styled by Susie Lau of Stylebubble.typepad.com. “In collaborating with well-known fashion bloggers in key cities, we were able to not just create unique Adidas Originals looks but allow them to represent the style credentials of their hometowns,” said Jaffe. “And when you have so many iconic fashion capitals going toe-to-toe, there’s definitely a little pride at stake.”
SEA SIDE: Camper is heading for the high seas. The Spanish comfort brand signed up with Emirates Team New Zealand for the Volvo Ocean Race 2011-12. It will be the sole sponsor of the nine-month, round-the-world journey that begins on Nov. 5 in Camper’s home base of Alicante, Spain, and finishes in Galway, Ireland. Camper footed the bill for a 70-foot custom yacht with 100-foot-tall masts named Camper Lifelovers. The sails, which incorporate the brand’s bridge logo motif, act as a very visible promotional tool. Camper also will supply the 10-member team with the Seamar ORC, a performance sailing shoe that’s part of its new Volvo Ocean Race Collection, set to hit stores in October. The footwear was engineered in collaboration with performance sailing apparel brand Musto.