In order to inject their new Urban Mobility collection of bike messenger gear with a massive shot of street cred, Puma hired NYC’s infamous scenester snapper Ryan McGinley to shoot a promotional video for the line.

We like naked kids on bikes, but we suspect that Puma is once again trying to compete with the cool power of the Stella McCartney for Adidas collection – remember when they got Christy Turlington to design the “Nuala� yoga line?

But the move got us thinking:

Although the Stella McCartney for Adidas label is almost always included in the ubiquitous “sportyâ€? fashion story that every magazine feels compelled to run, it’s hard to imagine those clothes on the street, and they’re way to expensive to wear during your pilates class.

Then there’s the Norma Kamali for Everlast collection – we loveNorma, but this was ridiculously overpriced for uninspired black jersey dresses and oddly-shaped grey sweatshirts. Some skinny club kids can pull them off, but there’s no way her collection was meant for an Equinox visit or a day of lounging.

And Scarlett for Reebok. We won’t say any more, except:

What’s up with celebrity/designer/athletic wear collaborations?

—ALISON COOL