Akshay Kumar to endorse Sparx

Delhi-based footwear brand Relaxo Footwear has big plans to convert itself into a

 national player. After signing on Bollywood actors Salman Khan and Katrina Kaif as brand ambassadors for its flip flops and slipper brands such as Hawaii and Flite, it has now brought in actor Akshay Kumar for its sports shoe brand Sparx, replacing the earlier brand ambassador Neil Nitin Mukesh. This has been done to garner national attention and presence.

The brand is running a print campaign now featuring the new celebrity endorser and Kumar’s image as an athletic actor perfectly fits the its personality and positioning. So far considered to be a North-specific brand, Relaxo now clearly wants to make its presence felt across the country. And by signing on these three high-profile film stars, the company expects to reach out to consumers in states such as Maharashtra and Gujarat. It is investing around Rs 12 crores on the new endorsement deals.

Though its economically-priced Relaxo range it is competing with unorganised players, but with its sports shoe brand Sparx, the company is positioning itself against international brands such as Nike, Adidas and Reebok and national brand Lotto and Sketchers with its reasonable price tag of Rs 1,000 and Rs 3,000.

The retail expansion strategy includes doubling its presence in multi-brand outlets from the current 15,000 points of sale and launch of another 50 EBOs under Relaxo Shoppe. It currently has 150 exclusive outlets under Relaxo Shoppe. Relaxo Footwear would also be launching e-commerce operations through its own website within a month. It intends taking its turnover from Rs 870 crores to Rs 1,200 crores this year.