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Tendulkar spearheads adidas ‘Master Blaster’ launch

14-August-2004
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Tendulkar spearheads adidas ‘Master Blaster’ launch

This is a very different ‘Master Blaster’ series. At a press meet in Mumbai that featured Sachin Tendulkar, Virendra Sehwag, Ashish Nehra and Zaheer Khan, adidas launched its new ‘Master Blaster’ range of shoes that offers a combination of technology and design. The shoes have been tested on cricket fields by top-notch cricketers. Priced between Rs 3,999 and Rs 4,499, the range will be available in four variants – mid-cut full spikes for bowlers, full spikes for fielding, half spikes for batting and a full rubber sole for multi-purpose activity. The range is available in all adidas exclusive stores in India.

Launching the ‘Master Blaster’ series, Cristophe Bezu, CEO, adidas Asia Pacific said, “To supplement the new launch, we also have included Sachin Tendulkar as part of our global campaign which stems from his calibre as a global athlete and his potential as a global brand ambassador. The ‘Impossible is Nothing’ campaign is all about attitude and emotions. So, what could be more appropriate than including Sachin in the entire effort, as he brings out emotions like no one else does in India.”

The ‘Impossible is Nothing’ campaign expresses the attitude adidas shares with athletes around the world -- the desire to push yourself further, to surpass limits, to break new ground. The Indian variant of the campaign features shots of Tendulkar pushing himself to the limits on the cricket pitch. With this campaign, Tendulkar joins other global adidas icons such as Muhammad Ali, Laila Ali, David Beckham, Zinedine Zidane, Tracy McGrady ( T-Mac) and Ian Thorpe.

Andreas Gellner, Managing Director, adidas India, stated, “The Asia region is under scrutiny, as it is proving to be a tremendous market for us. And India is of course one of the most prominent markets in the region. Which is why we have an extremely aggressive strategy for growth here. We will use our proven international marketing campaigns and industry leading product ranges and combine them with our local brand ambassadors to create a powerful marketing and sales offensive.”

adidas also plans an aggressive retail strategy to drive growth. “The current development of the Indian market gives us a lot of room to grow and extend our reach to more and more consumers,” Gellner said.

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