Adidas has taken out an advertorial in the June issue of FHM in the UK, France, Germany and the Netherlands.
The deal, negotiated by Carat International and created by Emap's creative solution team, aims to position Adidas's new range as an "innovation in sports technology", while presenting it as a high fashion shoe. The photo shoot took place in Miami to provide a glossy, trendy backdrop for the campaign.
Indy Saha, Adidas European advertising manager, said: "This relationship represents a new direction for us and allows us to reach our core consumers in a new and relevant way. We hope this will help to deepen the reader's experience of our brand and products"
Adidas claims that the more the ClimaCool 2 shoes are worked the greater ventilation they provide, because they allow air into the trainer as the wearer runs.
Hussain Chowdhury, Emap creative solutions manager, said: "We are particularly proud of this piece of creative work for Adidas. Working closely with Adidas and Carat International has resulted in the first pan-European promotion campaign across four key territories, which has pushed back the envelope of creativity and set new standards in our work."
The above-the-line ads for the brand, which is said to be Adidas's fastest-selling shoe brand this year, features David Beckham and a pair of Emperor penguins.
The ads, through TBWA\London, ran across 600 96-sheet posters during April.
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