Top Story


Home >> Advertising >> Article

Adidas sharpens focus on tennis

Font Size   16
Adidas sharpens focus on tennis

Adidas is increasing its focus on tennis in India.

The Brand Manager, adidas India Marketing Pvt Ltd, Mr Sriram Darbha, said the company is keen on developing the game, starting from the grassroots. Along with Madras Cricket Club, adidas is organising the adidas-MCC-AITA national junior and sub-junior tennis championship for children under 14 and 18 years of age from August 23-28.

The winners of this clay court tennis event will be awarded `adidas product scholarships' worth Rs 50,000 (in the under-18 category) and Rs 25,000 each (in the under-14 category). Shoes, apparel and accessories will be awarded under this scholarship.

adidas, which recently launched a new brand campaign (`Impossible is nothing') with Sachin Tendulkar, does not, however, currently have any tennis player as brand ambassador. Cricketers Virender Sehwag, Ashish Nehra and Zaheer Khan, and star footballer Baichung Bhutia, are its other brand ambassadors.

The company launched shoes specifically for cricket just a few days ago. The Indian arm could well become the hub for adidas' involvement with cricket in other parts of the world where the company has a presence; this could even mean using Tendulkar in promotional campaigns in those countries, Mr Darbha said.

adidas is planning to get involved with other sports including badminton, squash and running. "The brand's promise is to promote sports and encourage young talent," Mr Darbha said.

While he would not reveal financial details, he said that the brand ranked second in the sports shoes and apparel market. The shoes are in the above-Rs 1,000 category, as they focused on superior performance and did not compromise on quality to gain market share, he said. The range of product specialisation has widened, though running shoes, followed by tennis shoes, are the ones which sell the most. Apparel contributes to 40 per cent of the turnover, and accessories 10 per cent.

According to Mr Darbha, adidas India is "the new powerhouse" in the Asia-Pacific region. Now ranked 11 among the branches in this region, in the next 2-3 years it would be in the third position, next to China and Japan, as its growth was very high, he added.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube