Zee TV’s flagship dancing reality show Dance India Dance (DID) has tied-up withsportswear giant Reebok to launch apparel range and unveil the Top 18 contestants of the show. For this season of DID the channel has signed a revenue sharing and licensing deal with Reebok.
To promote the show, Reebok has created exclusive customised range of DID dance gear and will retail it in nearly 100 outlets across the country. According to Zee’s head-marketing national channels Akash Chawla, “The DID brand stands for great quality of dancing and extreme rigor. Taking this forward, this season, we have ventured into a licensing contract with Reebok to help us to extend our brand’s reach into new product categories to drive strategic growth for the company.”
Reebok brand director Sajid Shamim added that through this association with DID, they are celebrating fitness through the medium of dance which at its core is fun and enjoyable. Reebok’s association with DID will launch a vibrant and dance inspired collection. The range includes graphic T-shirts and hoodies for men, with ‘Born to Dance’ and ‘Live Love Dance’ written in bright neon colours. Special ‘DID’ dance pants are also available in black. The women’s collection has a ‘DID – Born to Dance’ racer back and flick pants for all the hard-core dancers.