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Adidas India eyes Sania as probable brand icon

Adidas India eyes Sania as probable brand icon

Author | Malini Menon | Monday, Jan 31,2005 8:12 AM

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Adidas India eyes Sania as probable brand icon

Tennis is the next big game for Adidas India. And Indian sport’s new pin up girl, Sania Mirza, is certainly drawing everybody’s attention.

Adidas India is celebrating Sania’s achievement and spirit by promoting and supporting the game in a big way. On Saturday, Adidas India and All India Tennis Federation announced the opening of Adidas ITF Juniors’ Tournament in New Delhi. This is not it. The company is also eyeing at extending the support to a long-term contract, but it all depends on Sania’s nod.

Asked if she could be a possible brand ambassador, Sriram Darbha, Brand Manager, Adidas India said, “It is great to see one of Adidas talents to do well at a global level at this point of time. Now that she has done so well for herself, will the support change gears and progress further? Surely. Why not? This might be a logical extension but I wouldn’t really like to speculate on that. Whether there would be a commercial association, is something that we will have to discuss with Sania and her agents. However, Adidas will continue its existing support to Sania.”

“We have been supporting Sania with great products for the last 10 years which a lot of people do not know. Adidas has always been supporting young emerging players across all sports and not just popular sport. While the media and majority of the consumers only recognise our initiatives with cricket, we have been doing some exceptional work in hockey, tennis and football too,” he said.

Incidentally, the company has also renewed Sachin Tendulkar’s contract, which ended in 2004, for another six years. “The wonderful asset that Sachin Tendulkar was to the brand Adidas, I think the association is only going to strengthen further,” he said.

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