Adidas, a German-based retailer of sportswear and is part of the Adidas Group which comprises Reebok, TaylorMade and Rockport, has launched an Adidas Urban Art Guide app for the iPhone that "allows users to be interactive, suggesting photos they’ve discovered to the application’s editorial staff for review and perhaps even publication within the application."
Also worth noting is a statement made by one of the executives in the article regarding why Adidas is jumping into the mobile marketing:
"If one believes the prognosis we’ve been hearing about for mobile, it will turn out to be the most important and most widespread channel of communication for the future. The combination of mobility and communication fits young users especially.”
The app, currently available only in Berlin, will also be released in both the European and U.S. markets later this year. In the meantime, a similar art guide experience is available online at Urban Art Guide.