Word: adidases
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Gatorade, Lego and Adidas, among others, have signed on as the NBA's global marketing partners, spreading the basketball gospel through clinics, festivals and tournaments. In October another marketing partner, Reebok, launched Philadelphia star Allen Iverson's sneaker, the $130 Answer 6, across much of Western Europe. It sold out...
I trekked to The Matrix psyched to see Eric bust a move in person and secretly hopeful that I’d have the chance to do the Grind routine I’d dutifully learned at 13 alongside the very man whose video I rewound countless times. Once there...
But the tipping point, as with almost any fashion, was its adoption by high-profile stylish women--in the fall of 2001. Fashion is a game in which alpha-dog celebrities stay ahead of middle-class consumers, often by mimicking inner-city teenagers and other transgressive subcultures. Madonna's bold...
Three dresses dominate the entrance to the new Gianni Versace show at London's Victoria and Albert Museum. From a design standpoint, the dresses are barely notable: each is a simple column embellished with beading or gold studs or safety pins. The dresses have pride of place not because of...
So too, it might be argued, is seeding: giving new products to trendsetters to help build buzz. Fusion 5, a division of marketing giant WPP Group, gave advance models of the Ford Focus to employees of such celebrities as Adam Sandler and Madonna so the cars could be seen at...