SBD/Issue 128/Sponsorships, Advertising & Marketing

Serving It Up: adidas Debuts New Arenas Hibachi Shoe At Benihana

adidas Unveils Arenas' Hibachi
Shoe At Benihana In N.Y.
adidas yesterday at a N.Y.-area Benihana restaurant unveiled the latest signature shoe from Wizards G Gilbert Arenas called the Hibachi, according to Darren Rovell of CNBC. The name is from a nickname Arenas “actually gave himself when he caught fire during a game two years ago.” Rovell: “The shoes, which are red and black and have the word ‘Hibachi’ written on them, actually also have the word ‘Benihana’ written in the back and the company’s logo inside the shoe." The shoes, which are limited to 1,000 pairs and cost $110 each, will be available on adidas' official Web site on Friday and at the company's flagship retail stores on Sunday. The company is utilizing "grassroots marketing of these shoes," including having Arenas film an online spot for adidas' Arenas-themed Web site Meanwhile, the shoe is a “good promotion for Benihana,” as the chain is “not paying to be on this shoe” (“Squawk Box,” CNBC, 3/25).

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