Adidas works on plan to spread brand popularity

With many global sports labels entering India and

existing ones reworking their strategies to present themselves as sports-lifestyle brands, Adidas too is gearing up to take advantage of sports tournaments such as FIFA World cup 2014, T20 World cup 2014 and IPL in the next two years to achieve growth from its India operations. The German sports and apparel major has roped in cricketer Rohit Sharma to endorse its range of products.

Apart from these big tournaments, the company had also roped in cricketer Virat Kohli as its brand ambassador, keeping his current performance and track record in sight. It already has Sachin Tendulkar and Suresh Raina endorsing the brand.

Meanwhile, Adidas is also working on reviving the Reebok brand in India after the alleged Rs 850 crores fraud controversy. By reworking on its identity as premium label, the company is opening Fit-Hub stores under the Reebok umbrella to reposition itself as fitness brand. Reebok recently got Bollywood actor John Abraham, known for his love for fitness, on board to endorse the brand.