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Satnam Singh’s NBA leap boosts basketball merchandise sales

By Sujata Sachdeva

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After the 7 ft-2 inches Punjab-born Satnam Singh became the first Indian basketball player to make it to an NBA team, sportswear firms in India are witnessing a sudden boost in sales on basketball merchandise. Adidas, which retail basketball gear like team jerseys, player graphic tees and signature shoes, the ones that sport names of NBA legends such as LeBron James, Kobe Bryant and Dwyane Wade, for instance is witnessing a considerable jump in sales. The company also works closely with NBA to nurture talent through tournaments and training camps across India.

Even Decathlon, one of world’s largest sporting goods retailers with warehouse-like stores across the country, created an extra space to house basketball merchandise. The stores are witnessing apparels, balls et al fly off the shelves. Leading ecommerce fashion platform Jabong, which has an exclusive NBA store, is seeing rising consumer interest in NBA games and gear.

In India, viewership of NBA increased 300 percent this season over the last one and its fan base on social media has grown 400 percent in the last year, according to NBA. It operates here with its two grassroots initiatives — Reliance Foundation Jr NBA and NBA Jam. Over one million youth have participated in the Reliance Foundation Jr NBA programme since 2013 and over 1,000 coaches have been trained across eight cities.

Adidas
NBA