Marketplace Roundup

adidas Has Started A Campaign To Create Hype Around New "Star Wars" Sneakers

BRAND REPUBLIC's Jennifer Whitehead reports adidas Originals has "started a campaign to create maximum hype around its new range of 'Star Wars'-inspired sneakers by seeding photos of the new range of shoes to style and sneaker blogs." The range "includes the Skywalker shoe, in bright orange, the Yoda, a mix of beiges and browns with green laces, and the Darth Vader Superstar track top, complete with cape and light saber holdall." adidas signed the deal with Lucasfilm in June (BRANDREPUBLIC.com, 12/10). Meanwhile, Disney and adidas announced a new product line for infants and children that would combine adidas Kids performance products with Disney characters. The collection will be available globally in adidas Sport Performance Stores and other at sports retailers (Disney Consumer Products).

JUST FOR KICKS: In Manchester, Mark Sweney reported ITV has "signed Hyundai and Lucozade Sport to be joint sponsors of its coverage" of the '10 FIFA World Cup. The companies have "signed a multimillion-pound deal to sponsor 32 games that will run on ITV channels during the month-long competition." The deal "will include sponsorship of the live games, highlights and online coverage." ITV's commercial division "brokered the deal, with sponsorship idents for both brands to be handled by" M&C Saatchi, London (GUARDIAN.co.uk, 12/9).

COUNTDOWN TO KICKOFF: In Ft. Lauderdale, Sarah Talalay reported Dunkin' Donuts is "teaming with the Dolphins to offer a chance at 1,040 free individual tickets" to the December 27 Texans-Dolphins game at Land Shark Stadium. The promotion "kicked off Monday with the first Dunkin' Donuts Dolphins Appreciation Day running every weekday through Dec. 18." There is also "signage at the stadium and a display area in the Grand Plaza on game day," as well as a promo with Dolphins affiliates WQAM-AM and ESPN Radio 760 West Palm Beach (SUN-SENTINEL.com, 12/8).

FASHION FRENZY: U.S. Olympic Team apparel by Polo Ralph Lauren was unveiled Tuesday at the Hudson's Bay location in Vancouver. The cost of the "decidedly chic, Whistler-ready line -- the first of about a dozen foreign team collections to be featured at The Bay -- may leave some people scratching their toques" -- the team's "puffy coat" costs around C$785. Shopper Duncan MacLellan said the U.S. coat was "comfortable" to wear, but that he "preferred the simple look" of Canada's coat from Hudson's Bay, which retails for C$150 (VANCOUVERSUN.com, 12/8).