Adidas turns concentrate on football for growth in India

After being embroiled in a controversy over alleged fraud at Reebok’s India operations, parent company Adidas is trying hard to salvage its lost image in the country amid tough competition from rivals Nike and Puma. The company is planning a strategy to strengthen its presence in India. Apart from cricket, it is now focusing on football, sighting rising interest towards the sport in the country.

The company expects FIFA World Cup in Brazil this June to provide them with a chance to take the brand to the next level of growth in India. It has been initiating a lot of activities around football to expand its reach across the country. In cricket, after brand ambassador Sachin Tendulkar’s retirement last year, Adidas is looking at aggressively at pushing the equity by roping in young cricketers Virat Kohli, Rohit Sharma and Suresh Raina.

While Adidas may be try to be back with a new brand ambassadors for cricket, it's football where the real focus is now. Activities like pan-India school leagues, tournaments across the country to scout talent, partnering with leading Indian clubs having strong youth programs such as Shillong Lajong and Pune FC, and providing world-class platforms to Indians via Global Club Programs such as FC Bayern Youth Cup and Chelsea FC Clinic, the brand is putting in efforts to revive its standing.

While the Chelsea FC Clinic programme helps over 1,000 kids in Delhi and Mumbai, Subroto Cup reaches over two lakh children across 20,000 schools teams. Then there is Adidas School League, kicked off in Delhi last year with top 12 schools. This year, the program will be activated pan-India. But it's not just about catching them young, but also nurturing talent. In February, Adidas brought in Paul Breitner to scout for 10 of the most talented under-17 footballers in the country to represent India at the FC Bayern Youth Cup finals in Munich.

Plans are also in the pipeline to invest in campaign across TV, Out Of Home, digital and retail mediums. A mega campaign starring Lionel Messi would be unveiled this month. Also FIFA Flagbearers Programme, Adidas' biggest fan-engagement, will give six passionate fans in India an opportunity to represent the country as the official Fairplay Flagbearers in Brazil. Those left behind can enjoy the tournament in Adidas Fan Parks.

-Press Release-