Who Will Win in The N's Girls V. Boys? Aeropostale.

THE N'S REALITY SERIES Girls V. Boys probes the question of which sex is actually superior, but the issue of what participants will be wearing has already been addressed.

Aeropostale, the mall-based retailer, will outfit teens on the show, a battle of the sexes involving physical and mental competitions. Grand prize: $30,000 and a back-to-school wardrobe from Aeropostale.

Aeropostale's other support includes a 12-city mall tour starting this month. The tour includes a casting call for the next season of the show and a Surf Simulator competition in which winners will be given a $50 Aeropostale gift certificate. On the tour, teens can enter to win a trip for four to Hawaii, where the Girls V Boys' second season--airing in July--was shot. In addition, Aeropostale will be giving away one million free copies of the N-Zine, The N's free teen lifestyle magazine, at its stores.

Nick's teen net The N, which began accepting advertising in May, does not offer prizes from any other brands on the show and did not have one for the show's first season last year.

Aeropostale doesn't advertise, so placement on the show is a way for the brand to get exposure and still keep its credibility with teens, said Doug Roedel, vp-interactive marketing for Aeropostale. Roedel said this is the first entertainment integration for the brand, but there will likely be others. "It's a perfect fit," he said. "We both have the same demographics."

Angela Leaney, vp-brand communications for The N, said: "Everyone knows that marketing to teens is difficult and you have to try harder now. I think this is a good example of how to do it." Aeropostale's not the only clothing brand to test the entertainment integration waters. Kmart recently launched a similar effort with The WB network in which stars from 7th Heaven and Reba will wear Kmart apparel on the shows and in a $25-30 million campaign from Grey, New York.

PHOTO (COLOR): Lei-ing it on: The BVG cast, outfitted by Aero.

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By Todd Wasserman