adidas Springblade Announces Cinema Partnership with Fox and The Wolverine


In anticipation of The Wolverine, the upcoming X-Men spinoff from 20th Century Fox and Screenvision, adidas has partnered with the film studio to let movie goers know that it's all about the blade this summer. Namely, the adidas Springblade, the innovative new running shoe cushioned with a series of blades on the outsole. adidas and Screenvision have unveiled a sixty-second co-branded spot to celebrate the release of both the shoe and film. The trailer will run exclusively at Screenvision's cinema network of 14,300 screens in more than 2,000 theaters across the country, from July 12th through August 8th.