Collaboration with Hot Wheels® marks exclusive global campaign for adidas

An exclusive range of action inspired shoes for boys aged between four and ten years old has been launched as part of adidas' latest drive to cater for kids. Bringing together two of the world's best known brands, this unique collaboration fuses adidas performance footwear with the soul of Hot Wheels® cars.

"Boys of this age have been crying out for shoes that they can really claim as their own and this new range fits the bill perfectly. They're fun and sporty and really reflect the passions of an active, adventurous youngster", commented Ellen Peacock, Regional Communication Manager at adidas Emerging Markets in Dubai. "What's even more exciting, is that this is just the start of a dedicated campaign focused on children, with a plethora of new concepts being introduced to stores across the region over the forthcoming year".

The initial collection of three vehicle inspired shoes includes: the IceRacer, MudRunner and StreetRacer. All three shoes combine the strength of adidas performance and footwear design with the brand essence of Hot Wheels® - speed, power and performance - to produce an industry leading collection of shoes for boys.

"We are very excited about the opportunity to partner with Hot Wheels® on this collection. These shoes are unique within the footwear market and Hot Wheels® is the perfect partner to help adidas convey the performance, speed and attitude of these shoes to kids," added Peacock.

The world-wide distribution will include impactful merchandising and promotion programmes including special adidas packaging that integrates Hot Wheels® flame graphics with the classic adidas three stripe branding. Each box will also prominently feature one of three exclusive 1/64 Hot Wheels® vehicles that ties directly into the theme and graphics of each shoe. These Hot Wheels® promotional vehicles are free with the purchase of each pair of the adidas shoes. The collection will be available in stores this month, targeting boys 4-10 years (sizes 23 to 27.5 European).