Adidas, mEgo take Elliot online


TORONTO -- Footwear brand Adidas and Canadian new media producer mEgo on Friday unveiled an advertising alliance that will use a Missy Elliot-branded online avatar to reach young consumers across a range of social networking sites.

Julia Johnston, co-founder of mEgo, said that the digital promotion will utilize an avatar, or multimedia profile, branded as "Missy Elliot mEgo" that can be posted to Facebook, MySpace and other social networking sites to target Adidas consumers.

Johnston said the exclusive deal will enable Elliot, who has a line of urban wear with Adidas, to identify five "global ambassadors" via mEgo's multimedia profile to help market her upcoming album and tour.