Giant India ropes in ace cricketer Brett Lee to unveil its franchise model

This module is designed to increase the brand’s visibility and presence across the country

e4m by exchange4media Staff
Published: May 10, 2019 12:18 PM  | 2 min read
Brett Lee for Giant

Former Australian cricket champion Brett Lee unveiled the franchise model for world’s leading bicycle brand, Giant India – Element Retail, along with a brand new limited edition range of cycles. Recognized as one of the world’s fastest bowlers, Brett Lee has earned a name for himself as a champion and high-performing player.

His excellent performance on and off the field makes him a perfect fit for Giant- a brand reputed for its range of high-quality performance bicycles Element Retail hosted a meet-and-greet at Giant’s flagship store in the city where Brett Lee unveiled Giant’s new pan India franchise module. This module is designed to increase the brand’s visibility and presence across the country.

Element Retail gained the distribution license for Giant bicycles in India in August 2018 and launched its first flagship store in Mumbai and since then they have been spreading quite well pan-India.

Founded by Aditya Bafna and Varun Bagadiya in 2013, Element Retail has been steadily growing its portfolio in the fitness segment and has brands like Asics, Speedo, Jockey, and Apple. Being a fitness enthusiast, Brett Lee believes that cycling should be a part of everyone’s routine.

Commenting on his collaboration with Giant Bicycle, Lee commented, “I have always believed that a lifestyle built around fitness is something that everybody should adopt. Giant is synonymous around the world for its high quality, performance bicycles and I’m excited to partner with them and encourage everybody in India to pedal their way to fitness. And cycling is a great and fun way of integrating exercise into one’s daily routine.”

Sharing his thoughts on the same, Aditya Bafna, Managing Director, Element Retail Pvt Ltd quoted, “I am very excited on Giant’s collaboration with one the fastest bowler’s in the world and a fitness pioneer across the globe. Any sport including cricket is driven by fitness and with this association, we aim to foster cycling as a culture of fitness among the youth of our nation.”

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