FHM Secures Pan-European Marketing Deal With Adidas

FHM has secured a wide-reaching advertising deal with Adidas, to promote the launch of its new ClimaCool 2 shoes across Europe.

The deal, which is the first of its kind for the men’s lifestyle magazine, begins in June and includes FHM‘s UK, France, Germany and Netherlands editions.

The campaign will showcase the benefits of the new ClimaCool 2 trainers in a glossy fashion advertorial, adapted by Emap Advertising’s Creative Solutions team to run in each issue of the magazine.

The deal was put together by FHM Europe, Carat International and Adidas International marketing.

Indy Saha, Adidas’ European advertising manager, said: “This relationship represents a new direction for us and allows us to reach our core consumers in a new and relevant way. We hope this will help to deepen the reader’s experience of our brand and products.”

There has been an increase in the number of pan-European advertising deals recently, as media owners capitalise on the globalisation of brands and the growing tendency for larger companies to focus on advertising their products to multiple markets.

However, Globalbrander’s John Murray recently accused advertising agencies of doing little to help brand owners market their products on a global scale (see Advertising Agencies Hamper Brand Globalisation).

Emap: 01733 568 900 www.emap.co.uk

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