MACY’S ADIDAS WORKOUT
Byline: Rosemary Feitelberg
NEW YORK — Adidas used earblasting rap and about two dozen amateur athletes to make some noise at MacySport last week.
The company called on Run DMC and some local men and women recruited from health clubs to showcase its holiday and spring lines in an unusually energetic fashion show at the retailer’s Herald Square flagship on Friday.
Held near the new 1,100-square-foot Adidas concept shop, the event was designed to draw attention to such updated looks as flare-leg pants, body-hugging tanks, two-piece swimwear, racer-back bra tops, tennis dresses and board shorts. There were plenty of items with the company’s signature three stripes, but they are now offered in flashier color combinations like pink and red, or blue and neon yellow.
As a warmup for the fashion show, Run DMC encouraged the crowd of 400 to wave their arms overhead, and they responded as if their reward would be an appearance on MTV. Before and after the show, T-shirts, water bottles and temporary tattoos of the Adidas logo were given out.
The rappers, who have a product placement deal with Adidas — not an endorsement deal — sported logo T-shirts and three-stripe sneakers to go along with their black fedoras and baggy pants.
With the exception of Olympic fencer Sharon Montplaisir, all of the athletes in the fashion show were amateurs. Instead of trotting down a catwalk in the manner of models, they showed off their particular skills, including kickboxing, breakdancing, fencing, soccer, cycling and tennis. A former college lacrosse player who is now a stuntwoman; an aggressive inline skater; a one-legged bike messenger who is a six-time marathoner, and members of the City Gym boys, a local troupe of physical trainers, participated.