Brands cashing in on FIFA, launch products galore

The FIFA World Cup, one of the most loved and anticipated game world over will finally end this Monday. While fans will take away fond memories, businesses are making sure they make the most out of the football craze. And keeping pace,

fashion brands are ensuring that fans do not limit themselves to memories only. They have unveiled exclusive FIFA collections and shops are flooded with FIFA merchandize that declare ones loyalty for their favorite team. Replica team jerseys are probably the most popular choice with fans.

True to its commitment to sports Nike launched products that included the CTR 360, T 90 Laser III and the Mercurial Vapour SuperFly II and the national team kits. Nike also offered football fans a spectrum of club merchandize that included national and club replica jerseys. Sanjay Gangopadhyay, Marketing Director, Nike says, “For the games, Nike delivered innovative products with lightweight performance and sustainability in mind. Our strategy is to invest in innovation, product and athletes – to develop the most lightweight, sustainable and innovative performance products. We remain focused on our long-term plans for growing Nike football. World Cup 2010 is not a destination. We believe it will be a landmark in Nike’s history.”

Ritu Wears, the biggest family store chain in north India, also unveiled its exclusive FIFA collection T-shirts from Lotto. The look of the FIFA tees is classic, clean and simple, with bold colors representing different teams’ color codes. There is also a range of T-shirts that has the names of the countries printed in bold text. Adidas’s soccer merchandize collection has tees of favorite national teams such as Spain, Argentina, Germany etc. Caught in the FIFA frenzy, FCUK too has come up with soccer T-shirts.

Max, the value fashion brand from the Landmark Group launched a limited edition of FIFA collection. Vasantha Kumar, Executive Director of Max averred, “It’s inspired by a fusion of fashion, culture, and the heritage of soccer. The graphic prints are a vibrant mix of the team jerseys and techniques that have been singled out from the sport. Enthusiasts can also pick up T-shirts with team elements of England, Brazil, Italy, South Africa, Argentina, France and Spain.”

Meanwhile, Amigo Sports announced the launch of its FIFA Collections in India. They entered into an exclusive licensing agreement with the Global Brands Group the master licensee of the FIFA brand globally. Simon Hawkins, Senior V-P and GM, FIFA and Football Business Unit, Global Brands Group, says “India is one of the strategic markets for FIFA and for Global Brands because the market is growing. Two per cent of the population plays football which is around 20 million people.” Amigo Sports also tied up with stores like Shoppers Stop, Central and Westside to sell official FIFA branded merchandize. The FIFA official store experience promises fans an innovative and entertaining in-store football experience. The stores stock official FIFA collections, event merchandize and products from FIFA commercial affiliates.