CASTING CALL: To recruit real recreational athletes for its fashion show Friday at MacySport, Adidas distributed hundreds of nomination cards at health clubs in Manhattan. Interested candidates called a phone number and described their fitness regime and sports background to an Adidas executive.
Twenty-four amateur athletes were selected for the show, which will be held in Adidas’s 1,100-square-foot concept shop at the Herald Square flagship. Friday’s event starts at 6:30 p.m. and is open to the public. A one-legged bike messenger who is a six-time marathoner and a tennis player who also coaches the sport are among those who will hit the catwalk.
Rapper Run DMC is scheduled to perform after the show.
Adidas plans to use the MacySport concept shop, which has signature fixtures and interactive video screens, as a prototype for future concept shops. The company plans to double its concept shops to 300 next year, according to Christian Gammella, regional visual merchandise manager.
FINANCING DANSKIN: Danskin’s primary lender, Century Business Credit, a division of Wells Fargo, has increased the company’s loan to $10.5 million from $8 million, according to a Danskin spokeswoman.
Danskin plans to use the additional capital to improve shipping and to expand distribution, said Carol Hochman, president and chief executive officer of Danskin.
GOING WITH GRAVITY: To draw attention to next month’s television coverage of the Gravity Games, a new competition for athletes who practice alternative sports, Union Bay has provided retailers with signs and posters plugging the event.
Union Bay has a three-year sponsorship deal with the Gravity Games, which were held for the first time in Providence, R.I., this month, a Union Bay spokeswoman said. As part of the agreement, Union Bay will post on-site signs, offer product giveaways and provide retailers with in-store displays.
“Instead of telling our customers that we think we’re cool, we wanted to support what they think is cool,” the spokeswoman said.