Adidas Originals is one brand that is seeing the benefits of social networking and men that like its clothing and footwear could too.

The giant of casualwear is one of the leading brands on Facebook, with more than 2.7 million people having joined its page as a fan, reports the Financial Times.

Each fan can access the page to keep up to date with the latest Adidas news, in an arrangement that seems mutually beneficial.

Facebook suggests each fan is worth an estimated $100 (£65) to the brand each year in terms of footwear and the online community - which has a value of more than $200 million - can be communicated with all year round.

This means that Adidas can minimise the cost of letting their customers know what the latest releases are.

Fashion-conscious men may wish to sign up to become a fan themselves to ensure they remain at the cutting edge of style.