By tying up with local sports initiatives that saw it''s market share soar Previously,
Addidas had major success in overseas markets. Now, the merged Reebok-Addidas
is looking to replicate some of that success in India.
In India, Reebok
has decided to move out of the game cricketers endorsing their brand, in favour
of sporting long-term associations with sportspersons, with special focus on the
grassroots level promotion of sports.
The company has got several cricketers
including Rahul Dravid, MS Dhoni and Irfan Pathan on board, and is also the sponsor
of the Davis Cup. Reebok is also associated with three football clubs in India,
and also sponsors tennis player Sunita Rao.
The company is encouraging
games such as soccer, tennis and cricket at the grass root level, and has built
associations with cricket academies across the country. Reebok sponsors shoes,
footwear and apparel to budding sportspersons, and supports fitness training programmes.
According to Subhinder Singh Prem, managing director, Reebok India, part
of Reebok''s global vision is the fulfilment of potential of young talent from
humble backgrounds. Reebok''s active involvement in the process of discovering
new talent says Prem, is evident from the fact that it goes to playgrounds, and
watches matches to spot talent.
cited Dhoni as an example of Reebok''s support to sports persons, saying that they
supported him much before he made it to fame as part of the Indian team.
this focus on the field is paying off for the company. Reebok claims to have secured
a market share of 51 per cent in the sportswear industry, totalling revenues of
Rs900 crore, having grown six times in the last four years.