Adidas, the iconic German sportswear brand, launched the country’s fourth lifestyle store in Mumbai for premium sportswear under the Adidas Originals label in the first week of May after Delhi, Bangalore and Chandigarh. Adidas now plans to launch another lifestyle store, this time in Aizwal, later this year. Apart from its lifestyle brand, Adidas on May 8, 2009 launched the official merchandise for Mumbai Indians. The new range comprises of match jerseys for men, women and kids along with an exclusive fan range comprising of funky tees and caps, the collection is available at select Adidas stores across India.
Adidas is celebrating its 60th anniversary on the brand marketing stripes and its main focus in Asia would be to expand the brands in a mono branded environment that allows them to tell the story of the brand and that to allow the consumers to interact directly with the brand.
On the expectations from this launch, Timo Pape, Director – Sport Style, Adidas, observed, “Now that we have launched in the right location and spot in Mumbai, we have high expectations that it will do quite well and hopefully can continue to successfully roll out more stores in the next couple of years.”
On what makes Adidas click with consumers, Pape pointed out, “We have continuously been able to reinvent ourselves and to keep ourselves fresh, and we have also managed to extend ourselves beyond our core competence, that is, the sports side of our business and to stretch ourselves now into the lifestyle side. Compared to our competition, we are in a unique position right now – highly functional, highly technical, highly innovative sports brands.”
The target audience for the Adidas Originals is in the 18-35 age-group, who are looking to express themselves and show their uniqueness.
On the importance of digital medium for Adidas, Pape explained, “Digital is an extremely important medium for us to interact with our consumers, and because we want to be inclusive and because we want our consumers to participate with us rather than just shop from us. Specifically, on the Originals side we are very happy with our collaboration with Facebook, we are the biggest fan group within Facebook globally and we are looking at expanding this relation with Facebook.”
He further said, “Mobile will play a big role for Adidas. In fact, mobile is the easiest way to reach out to our target consumers and should be a key element in our marketing plan and we are beginning to see that shift. Traditionally, market spend has been ATL and with Adidas we are starting to shift it to the digital mediums.”
Pape declined to comment on any financial figures.