Sagarika Ghatge, aka Preeti Sabharwal, Reebok''s "Chak de" brand ambassador at Women''s World
28 September 2007
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.