Adidas is upping its cool factor. To coincide with Wednesday’s launch of the ClimaCool Seduction running shoe, Adidas also debuted a series of commercial videos on YouTube featuring celebrities Katy Perry, David Beckham, Derrick Rose and Lionel Messi sporting the product. “The next generation of ClimaCool blends a dramatic new design with tons of breathability to give you a carefree ride for every run this summer,” Mikal Peveto, director of running for Adidas America, said in a statement. “Seventy-five percent of the body’s energy is used to keep from overheating, so the [shoe] is designed to keep your feet cool by providing as much ventilation as possible.” The product is now available on Adidas.com and will roll out to additional retailers, including Foot Locker and Finish Line, in April.
Viva Las Vegas
Chinese Laundry will again shoe Miss USA contestants this year. For the second year, the brand is the official sponsor and will participate in the 61st Annual Miss USA competition in June. When the participants compete at the Planet Hollywood Hotel in Las Vegas, they will wear Chinese Laundry footwear for both the preliminary and final stages. “Collaborating with Trump’s Miss Universe Organization has given Chinese Laundry the ability to expose our fashion footwear to Miss USA and Miss Universe contestants, reaching a worldwide audience,” said CEO Bob Goldman.
Seychelles is bringing back disco. The brand launched a video on Seychellesfootwear.com Wednesday, highlighting the “Outdoor Disco” trend for the spring ’12 line. Showcasing the product, the spot features a model in an outdoor garden scene. “We’ve been creating more video content to give our followers a fresh way to hear our brand story,” said Elaine Pow, marketing director for the brand, who noted that some spots show Seychelles customers, trends and runway collaborations. “We’ve had a great response [from consumers] to all the different videos we’ve produced.”
Ruia Boutique is asking consumers to become a “Shoesister.” The New York shoe store recently started a VIP list. As part of the program, members can earn points with each purchase (for every $20 spent, they receive one point). Those customers also will receive information about exclusive in-store sales and offers before non-VIP members. Some designer brands sold at the store, which opened in December 2010, include Missoni, Baldan, Loriblu and Greymer, and prices range from $300 to $1,000.