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ADIDAS TIMES THREE: Madonna is often photographed wearing Adidas, and the sneaker giant is more than happy to send her gear. Now it appears that her new favorite sidekick, Nicki Minaj, is getting in on the three-stripe freebies, too. Early outtakes of the music video “Give Me All Your Luvin’” for Madonna’s yet-to-be-released single (which also stars the rapper M.I.A.) show Minaj wearing what appears to be an Adidas Originals trefoil bustier by Jeremy Scott. But Adidas staffers couldn’t say for certain whether it is the same style that was in the spring 2011 collection or if stylist Bea Akerlund (better known as “B”) had worked her magic on it. All week Akerlund, whose husband is the Swedish director Jonas Akerlund, has been clocking some serious overtime, styling Madonna, Minaj and the rest of her crew, for the halftime show at Sunday’s Super Bowl.
In recent weeks, Adidas has shipped out all sorts of Y-3, Adidas Originals x Jeremy Scott and other products for The Material Girl and her backup dancers. But Madonna is not compensated for wearing the brand. “Adidas never pays anyone to wear the product. We do have long-standing relationships with many celebrities, stylists and their teams,” one L.A.-based Adidas rep said.
This story first appeared in the February 2, 2012 issue of WWD. Subscribe Today.
There’s no telling just yet if some of those pieces will be worn during the halftime show. Even though more than 111 million viewers are expected to tune in to the Tom Brady-Eli Manning showdown in Indianapolis, Adidas will skip running any commercials.