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).
