By Barry Janoff
July 16, 2013: When The Wolverine starring Hugh Jackman hits theaters on July 26, he will have an unfair advantage over his foes.
His Springblade shoes from adidas.
The global footwear and sports apparel company has signed a multi-layered marketing deal with 20th Century Fox and Screenvision that includes co-branded activation on TV, in-theater, online and at retail.
A ten-second trailer hit ESPN and 14,300 screens in more than 2,000 theaters this past weekend. A 30-second spot will break on July 23. An extended 60-second spot will hit July 26 to coincide with the film's release.
The in-theater spot will run through Aug. 8.
Other marketing partners for The Wolverine include Red Robin restaurants, Fiat and ESPN's The ESPY's.
The adidas Springblade running shoe, unique for its 16 plastic extensions on the sole that are intended to turn the wearer's energy into extra power that "propels them forward with each step," is scheduled to hit retail Aug. 1.