New Delhi: At the inauguration of Reebok''s first exclusive Women''s World store at the DT City Centre Mall, Gurgaon, Reebok launched its all-new women''s wear collection, with Sagarika Ghatge, the iconic sports celebrity from the movie Chak De India, sharing the platform.

Looking to strengthen its relationship with Gen Y women, Reebok India announced that Sagarika Ghatge will now be doing a "Chak De" dressing up in the all new Women''s collection from Reebok, joining the ranks of sports personalities M S Dhoni, Yuvraj Singh, and Irfan Pathan as the new brand ambassadors for Reebok.

Reebok India managing director Subhinder Singh Prem said the company would aggressively focus on the women''s category, and plan to create new product lines to launch women''s only stores as a way to befriend women consumers.

Citing the need for a brand ambassador who could make a sporty fashion statement, while simultaneously command a mass appeal, he said Sagarika is known for her strong sports legacy, having been a state level champion in athletics and a hockey player during her school days at Mayo College Girls School, Ajmer.

According to Prem, Sagarika embodies the pulse points of Reebok''s brand-individuality, authenticity and ideology.

The launch was marked by an evening comprising a enthralling fashion show, with models sashaying down the mall''s escalators, accompanying the star of the show Sagarika Ghatge, who showcased the usage collection from Reebok.

The highlights of the collection were both performance and lifestyle.

According to Prem, the launch of an exclusive Women''s Collection from Reebok''s marks its entry into the rapidly growing contemporary lifestyle segment. Contemporary women love a sporty, causal look, and Reebok is ideally poised to synergise fashion and sports in a way to provide customers with the desired look and feel.

Expressing optimism about the association with its new brand ambassador, Prem said that he sees a perfect synergy between the brand and Sagarika, and believes the relationship will go a long way in defining the new line as a perfect range for women on all occasions.

Commenting on her association with Reebok, Sagarika Ghatge said, "I have been a sportsperson myself throughout my schooling at Mayo College, and my character in Chak De India also stood for sportsmanship. Thus, it''s easy for me to identify with and truly believe in Reebok''s brand philosophy. Reebok appeals to me as a brand that stands for sportsmanship and it''s a great privilege for me to be associated with this brand. I look forward to working with one of the most trusted brand names in the country. In fact I am also very excited about joining Reebok Instructor Alliance (RIA) and undergo the fitness training to become a Reebok Fitness Instructor. "

Brand Reebok has done a series of communications targeting women, with the first one being the ''I am More'' campaign featuring Hollywood actress Scarlet Johansson. The campaign was carried forward with Indian celebrities like Bani- MTV Roadie, Isha Talwar- Dance Instructor and Tammy- fashion model.