Adidas and toy giant Mattel's Hot Wheels brand has entered into an exclusive global marketing partnership.
In line with the sports brand's drive to cater more to children, the deal will include a range of action-inspired shoes for boys between the ages of four and ten years.
"Boys of this age have been crying out for shoes that they can really claim as their own and this new range fits the bill perfectly. They're fun and sporty and really reflect the passions of an active, adventurous youngster," said Ellen Peacock, regional communication manager, Adidas Emerging Markets in Dubai.
"What's even more exciting is that this is just the start of a dedicated campaign focused on children, with a plethora of new concepts being introduced to stores across the region over the forthcoming year."
The initial collection of three vehicle inspired shoes includes the IceRacer, MudRunner and StreetRacer. Suggested retail prices are $52.
Worldwide distribution includes merchandising and promotion such as special Adidas packaging that integrates Hot Wheels flame graphics with the classic Adidas three-stripe branding. Hot Wheels promotional vehicles are free with the purchase of each pair of the Adidas shoes.
© Gulf Marketing Review 2006
