The new trainer, exclusive to high-street chain Footlocker, is aimed at fans of Le Parkour. Also called free-running, it's a pastime where people negotiate street furniture like benches and steps while on the run.
The online campaign involves a new microsite (www.flyfree-forever.com), containing information on both the sport and the new trainer.
It also promotes a new Le Parkour-themed game for the soon-to-be-launched Sony PSP handheld games console.
The web site, co-branded with Footlocker, is promoted through an online ad campaign on the music and sports section of Lycos and Yahoo! Available in five European markets, it offers streamed footage of Le Parkour, as well as a history of the sport.
The trainer is promoted on the site with sections showing images of the shoe, a 'making of' story, and detailed specs.
Meanwhile, a section is devoted to the new Le Parkour game, which will be released as one of the first titles on the Sony PSP, a handheld games console set for release in March.
The web site also promotes a limited-edition DVD. Users can obtain one by printing off a voucher from the site and taking it into a participating store, a list of which is featured online.
The total media spend for the campaign, which was developed by Carat International, was 250,000 euros (£175,000).
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