SNOOP’S TROOP: Snoop Dogg is marching up Broadway this morning. So are Darth Vader and the “Star Wars” stormtroopers. The occasion? A pair of Seventies phenomena — “Star Wars” and Adidas Originals — are joining forces to premiere Adidas Originals X Star Wars graphic T-shirts and hooded jackets, plus S.W. Luke Skywalker and Boat Yoda models in the Star Wars collection from Adidas Originals that bowed in January. Snoop Dogg will resurface for Adidas Originals in late March in “Hero,” new 30- and 60-second TV spots set to appear in 15 countries — and in a long-form, 2 minute, 30-second commercial to be posted at adidas.com/originals, said Jess Weinstein, global creative director for Adidas Originals brand marketing. “We’ve been giving him [Snoop Dogg] product for the last four years,” Weinstein noted.
The new sneakers will extend the one-month-old Adidas Originals X Star Wars collection to six styles, which are being feted this week in Manhattan with the rap-meets-sci-fi parade, projections on buildings in Midtown and downtown, and wild postings in the East Village, SoHo, TriBeCa and Midtown. The building projections, which began Tuesday, comprise images from “Star Wars,” “The Empire Strikes Back” and a video, “Adidas Originals — Star Wars Collection,” produced by Sid Lee, which has been viewed over 838,000 times on YouTube since it was posted Jan. 14. Following the trek this morning by Snoop, Darth and company up Broadway from 34th to 45th Streets, the troop will march from the corner of Broadway and Bleecker Street to the Adidas Originals store at 136 Wooster Street.
This story first appeared in the February 4, 2010 issue of WWD. Subscribe Today.
TIGHT SQUEEZE: Milan Fashion Week’s calendar is expected to be finalized today, but it appears more compressed than ever with three days chock-full of shows between Friday, Feb. 26, and Sunday, Feb. 28, after a slow start on Thursday, Feb. 25. Also, according to sources, Prada is now expected to schedule one runway show at 8 p.m. on Feb. 26, while the Italian fashion house was originally penciled in with two shows on Feb. 25.
AFTER PARTY ANNOUNCEMENTS: Not a brand to leave details to the last minute, Calvin Klein has already nailed down plans for its fashion week after party. The design house has ditched its traditional supper this season and is instead celebrating both the men’s and women’s collections with one joint bash on Feb. 18. Italo Zucchelli and Francisco Costa will host 300 guests at a studio on Little West 12th Street (a portion of the landmarked space was previously occupied by the late party planner Robert Isabell). Expect appearances by at least some of the men from the brand’s new underwear campaign: actors Kellan Lutz and Mehcad Brooks, Spanish tennis star Fernando Verdasco and Japanese soccer player Hidetoshi Nakata.
MADDEN’S HUMOR: Steve Madden has quite a sense of humor, but it may not translate at an investors’ conference. Madden’s representatives said his statement about an agreement for a shoe collaboration with Diana Ross last month was meant as a “joke.” Madden made the remark in a breakout session of about 30 people at the ICR Xchange Conference in Dana Point, Calif., leading some attendees to believe he was serious. Asked about working with Ross, Madden responded: “We’re really excited about it. Celebrity collaborations are an area I think we can do well in.” All kidding aside, Madden and company executives said a celebrity deal is in the works and it will be unveiled by spring. They declined to reveal the name of the celebrity.
CHILD CARE: A steady stream of perfectly coiffed ladies ignored freezing temperatures and winds to attend the Society of Memorial Sloan-Kettering Cancer Center’s Associates Council Lunch, sponsored by Shoshanna. Many had a little help in their warmth-maintenance endeavors: “Is everyone here in a fur?” remarked one woman, surveying the packed Oak Room at the Plaza Hotel. “This is an uptown crowd.”
It was also a convivial one, as many in the group, which included Dayssi Olarte de Kanavos, Anne Grauso, Eleanor Ylvisaker and Charlotte Ronson, hadn’t seen each other since their respective December vacations. “I feel like I haven’t seen you girls in 12 years,” said Fabiola Beracasa greeting Coralie Charriol. “It’s like a high school reunion.”
During cocktails, guests could peruse a rack of dresses from Shoshanna’s pre-fall and fall lineups to order at a discount, with a portion of proceeds benefiting the Associate Council’s new initiative, the Pediatric Family Housing Endowment (proceeds from the lunch also went towards the fund). Dr. Michael La Quaglia, the chief of the hospital’s Pediatric Surgical Service, was honored at the lunch and read a series of testimonies from parents of children afflicted with cancer. Afterward, as people said their good-byes, Shoshanna Gruss explained her dedication to the cause. “I’ve never sponsored something before. I was never sure if it was right,” she said. “But this was a great fit, and it’s been a good year for me.”