By Barry Janoff
March 28, 2012: Adidas has pulled together an A-list of endorsers to help unveil the ClimaCool Seduction running shoe, including Katy Perry, David Beckham, Derrick Rose and Lionel Messi.
The campaign, "We All Run," is supported by a TV spot, Internet and social media including Facebook, YouTube and Twitter.
According to adidas, the ClimaCool design helps "reduce foot temperature and in-shoe moisture for maximum comfort during warm workouts with 360-degree ventilation."
“This next generation of ClimaCool blends a dramatic new design with tons of breathability to give you a carefree ride for every run this summer,” Mikal Peveto, director of running for adidas America, said in a statement.
According to Peveto, “Seventy-five percent of the body’s energy is used to keep from overheating, so the ClimaCool Seduction is designed to keep your feet cool by providing as much ventilation as possible.”
In the spot, each of the celebrity endorsers is seen wearing a variation of the ClimaCool and either running during a workout or participating in a marathon.
Rose of the Chicago Bulls and the NBA's reigning MVP wears a red version as he runs along Lake Michigan in Chicago. International soccer star Beckham is running along the Thames in London with a backdrop anticipating the Summer Olympics. Messi, regarded by many as the world's No. 1 soccer player, is seen training in Buenas Aires.
Perry, decked out in blue hair, is seen running along the beach and other locations in Los Angeles.
Among the non-celebs, a group of young men traverse alleys and steps in Moscow, and a group of marathon runners don the shoes in San Francisco.
A remix of Perry's song, "Part of Me," serves as the background music.
The ClimaCool Seduction (MSRP $100) is available in 10 colorways at the adidas Web site, and is scheduled to hit retailers nationwide in early April, including Foot Locker, Finish Line and Champs.