Carmen Chan, new media manager at adidas, said: "We haven't had any new technology launches for several years now, so ClimaCool is one of two new products we have out. The concept is about ventilation in your shoes."
Chan added that the CD was particularly effective in markets where adidas did not have an internet presence.
The company will also use viral email marketing and banner ads to drive the message.
The television advertising campaign consists of three 30-second spots featuring Kournikova, Beckham and Thorpe. In one spot, Kiss, the breeze starts when a young woman blows a kiss at a dumbstruck man in a hotel lobby. The breeze rushes past him, taking his $5 banknote, and finds its way down on to a subway platform before returning to street level. In the final scene, the breeze enters the sole of Kournikova's shoes and lifts up her skirt.
