Adidas is set to expand its lifestyle brand, Adidas Originals, in India, with a specific focus on key segments such as running and cricket, says Neelendra Singh, General Manager. The brand, which currently has a network of over 350 franchise stores and 75 company-owned stores across the country, is in the process of establishing stand-alone company-owned stores.
During a recent event, Adidas India successfully sold over half a million Indian team jerseys in collaboration with the BCCI, notes Singh. The fan jerseys were competitively priced at Rs 999, while the players' jerseys were set at Rs 4,999.
Adidas has established a robust distribution network in India, encompassing its retail stores, e-commerce platforms, franchise stores, and digital partners such as Myntra, Flipkart, and Amazon. Additionally, collaborations with wholesale retailers like Shoppers Stop, Lifestyle, Metro Shoes, among others, further extend the brand's reach.
Singh is optimistic about the enduring popularity of the athleisure trend, attributing its longevity to a predominantly young consumer base, evolving fashion cycles, and continuous product innovations by the brand.
