Reebok India in collaboration with Vandana Luthra Curves & Curls (I) Ltd (VLCC) has come up with a unique offering for fitness conscious women: the sports kameez. This is part of the trendy collection of fitness wear that will hit the market from November 26 and will be co-promoted by the two brands.
The range has been designed as a blend of conventional wear in contemporary styles and intended as anytime wear for women across all ages. The Sports kameez, a three-piece ensemble, consists of a long tunic, pencil pants and a scarf as a substitute for the chunni.
The agreement between the two leading brands will include joint marketing of the co-branded products through a range of co-promotions, advertising and marketing initiatives. While all VLCC’s 35 clinic centres will display and sell the fitness range with active endorsement from managers, Reebok’s 100 stores will also display the products. Cross-promotions will include price-offs and special offers.
The range is available in three lines: Leisure, Spice Girls and Evolution, targeting three focus groups—20-30 years, 30-40 years and 45 plus. Prices range from Rs 399 to Rs 1299. In the second phase, Reebok will introduce a range of accessories like scarves, socks, belts, head bands and wrist bands. The fitness wear has been designed by Reebok’s in-house design cell with inputs from VLCC. Some of the designs have been customised to Indian needs from its international range. The line has been customised to Indian sizes and needs, keeping in mind Indian cultural sensitivities.