Columbia Sportswear is partnering with Grammy Award-winning DJ and producer Zedd on a new collection of footwear called SH/FT that is designed for nature hikes and city commutes. SH/FT is comprised of a waterproof knitted mid-top sneaker, which is the hero style for the collection, along with a non-waterproof low-top sneaker, and collaboration mid-tops. The new range launches on Friday, and will be followed by a leather hiker boot and outdoor winter boot in late September. “The goal is to become equally famous in apparel and footwear and have a deeper conversation in footwear,” said Peter Ruppe, Columbia Sportswear’s vice president of footwear. “Everybody believes there’s an emerging category here that’s different from where outdoor has been in the past.” Ruppe explained that the SH/FT collection is targeted to a younger demographic that tends to wear running shoes or other footwear not suitable for hiking. The knit sneakers look like casual shoes for city walks, but feature a midsole with beading technology that took a few years to develop. According to Ethan Pochman, Columbia’s vice president of global brand marketing, “We don’t want any footwear fails on the trail. We want to deliver this ability to take them out of town and into
Rumors of a romance between Selena Gomez and Zedd have been swirling since earlier this year, and while neither the singer nor the DJ have confirmed their relationship, producer Diplo thinks it’s all a publicity stunt.
When Radio.com asked Diplo about his harsh Twitter comments on Zedd’s latest album, the American DJ and producer spoke freely about his German colleague, saying that Zedd’s rumored relationship with the 22-year-old is merely a marketing move:
I’m actually not enemies with Zedd by any means. I just think that he came from such a cool place, and now he’s been pegged as a money-maker for a major label to do EDM, which to me isn’t even a genre. But they’ve pegged him for that, they’ve marketed him, even the fake relationship with Selena Gomez, all the things to sell records took away from the music.
Gomez caused a stir in February after sharing an Instagram photo of herself embracing Zedd. She again fueled the fire after gushing about her rumored beau to Radio Disney, calling Zedd “very cute and funny.”
Diplo playfully teased Gomez when he tagged her in a Twitter photo of himself hugging Zedd, to which the “Love You Like A Love Song” singer had an equally playful response:
— Selena Gomez (@selenagomez) February 3, 2015
Around the same time, Gomez and Zedd released a new song together, “I Want You To Know.” Publicity stunt or perfect timing? Hmm.
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