R Elan has entered into a partnership with Proline a sports apparel brand. R Elan is an umbrella brand from Reliance, encompassing a range of New Age fabrics. The co-branding exercise will give Reliance a strong foothold in the Rs 2,500-crore Indian sports apparel industry.
The partnership will help Proline make garments with special odor-free and quick dry properties. The apparels will provide a unique experience to customers to beat the tropical Indian climate, as the garments dry quickly thus lowering the body temperature. The R Elan technologies would help consumers have a pleasant and comfortable user experience. Kooltex is a performance fabric, capable of moisture management in apparel.
As per the partnership deal, R Elan will get visibility in the form of hangtags on garments as well as in-store display at points of sale. On its part, Reliance will ensure that superior quality, high-performance R Elan fabrics are supplied exclusively to Proline for sports apparel applications.
The products are being retailed through Proline’s 450 large formats, five EBOs and about 1000 small MBOs. To reach out to customers, co-branding promotion initiatives will be carried out at major sporting events and in-store call outs and display of demonstration kits at point of sales.