New Delhi Sportswear retailer Adidas has announced its partnership with Bollywood actress Deepika Padukone to endorse the women of Adidas globally. The local arm of the German sportswear major said on Thursday that the move builds a strong brand among women shoppers.
With Adidas joining a powerful roster of female athletes and partners around the world, Adidas strengthens its focus on democratizing and diversifying sport for women through inspiring personalities, it said in its statement announcing the association. said.
Padukone joins an already dense line-up of female brand ambassadors associated with Adidas in India – including weightlifting heavyweight Mirabai Chanu; boxers Lovlina Borgohain, Nikhat Zareen and Simranjit Kaur; Sprinter Hima Das, and squash player Dipika Pallikal.
Sportswear and casual apparel retailers have benefited after the pandemic, which has turned consumers away from sweatpants, T-shirts and lounge wear to occasion wear and formal wear.
This trend is likely to continue as consumers continue to invest in athleisure clothing.
Padukone, daughter of badminton player Prakash Padukone, has also played the game at the national level.
“As a global youth icon and champion of mental wellbeing and personal wellbeing, Deepika fits in beautifully with the brand’s ambition to drive positive change through sport and movement. We are thrilled to have Deepika join the Adidas family and together we look forward to inspiring more women to see and realize their potential,” said Sunil Gupta, Senior Director, Brands Adidas, India.
The announcement comes as Adidas unveiled its first flagship store in India in the capital, offering a digital touchpoint. The company said last month that the flagship store has been designed where the products and shopping experience are designed to encourage movement and support them in their sports and fitness journey.
Women shoppers are the main focus for Adidas, it said during its store launch.
The store will stock the brand’s original designs and sell collections from its global collaborations including YEEZY, Adidas by Stella McCartney, Y-3 and IVY Park.
“Today, fitness, both physical and emotional, is an integral part of my lifestyle. I am absolutely honored and delighted to partner with Adidas, one of the most iconic brands in the world.”
Padukone is reckoning in brand contracts. Recently, denim retailer Levi’s has announced Padukone as its global brand ambassador.
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