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Thursday, 17 March 2011 |
Leading sportswear maker Adidas, plans to expand its retail reach in the lucrative Indian markets.
With the brand already selling well in around 220 cities, the company now plans to add another 125 outlets that will strengthen its presence in the country. Adidas currently has 750 exclusive franchisee-owned stores in India. Also to leverage more business from the ongoing World Cup cricket fever, the company has launched a new multi-media campaign ‘Bring it On’. This features some leading names of the sport such as Sachin Tendulkar and Virender Sehwag, Kieron Pollard and Dwayne Bravo of West Indies and Lasith Malinga of Sri Lanka. Tushar Goculdas, Adidas India, Director of Sales and Marketing says the new campaign, which is a series of different advertisements featuring the cricketers, is the third phase of marketing campaign that was launched during the IPL last year.
Top Adidas officials say that this campaign would help drive more footfalls into stores and increase sales. Adidas also signed up with the new IPL cricket team, Pune Warriors, as the apparel sponsor for the upcoming season. With the textile industry in general up in arms against the 10 per cent excise duty on branded apparel, the company is a little perturbed about its impact. Even though they have not yet decided the future course of action they feel it will be difficult to absorb the entire burden of the increased in tax rate. |
