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WOMEN'S APPARELMAKERS ENTERTAINING IDEAS OF EXPANDING BRANDS
Published May 22, 1998
Five women's activewear makers "are working with the entertainment industry in an effort to put their products in the youth market," according to Rosemary Feitelberg of WOMEN'S WEAR DAILY. Puma, Groove, adidas, Crunch and Rollerblade are "trying approaches" which include sponsoring concert tours, hosting a hair-cutting contest and courting costume designers. As part of its plan to launch a women's apparel line in the U.S. next year, Puma is "working closely" with Arnon Milchan's Regency Enterprises. Milchan founded Regency and is Puma's principal stockholder. The company recently acquired worldwide TV rights to the Corel WTA Tour. In addition, Regency "is considering" using Puma endorser Serena Williams for video, TV and film appearances, and in the recent Regency film "City of Angels," actress Meg Ryan sported Pumas (WOMEN'S WEAR DAILY, 5/21). OTHER COMPANIES: Groove, a subdivision of CA-based Groove Track Productions, "is suiting up" Boyz II Men for their tour this summer, which will feature a stage and light show with images of the Groove logo. adidas sponsored a hair-cutting contest at Harlem's Apollo Theater which had more than 500 participants, and finalists in the contest received $500 worth of adidas merchandise. Rollerblade is planning to offer demos and giveaways during this summer's X Games in San Diego, where fans can test Rollerblade equipment. The company plans to spend "more than" $100,000 for its presence at the event (WOMEN'S WEAR DAILY, 5/21).