Business Daily from THE HINDU group of publications
Thursday, Oct 02, 2008
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Business Daily from THE HINDU group of publications Thursday, Oct 02, 2008 ePaper | Mobile/PDA Version | Audio | Blogs |
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Marketing
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Brands Variety - Sports Adidas unveils Originals collection in Bangalore Our Bureau Bangalore, Oct. 1 The trefoil (Adidas’ original logo) is making a comeback. International sports brand Adidas, which changed its logo in the early 90s for all its sports performance products, has brought back the days of Muhammad Ali and Bob Marley with its Adidas Originals brand. The Originals collection is influenced by sport, music and entertainment celebrities from the last four decades. The brand, which now represents seven decades of sporting heritage, is showcased in contemporary styles with four lines: Respect M E by Missy Elliot, Porsche Design, Freizeit and Urban/Core. Mr Andreas Gellner, Managing Director, Adidas India, told reporters here at the launch of the brand’s third store in the country, the first one in Bangalore, that the Originals collection priced at a 40 per cent premium, will provide consumers with a range of footwear, apparel and accessories that are totally ‘separate’ from the collection at Adidas’ sports performance stores. Currently, the street-style premium brand has three Original stores in India and is looking at a presence in 6-8 cities in the country in the next one year. Adidas, which entered India four years back, has about 30 per cent market share of the segment comprising international sports brands offering apparel, footwear and accessories. The brand is present in two formats in the country: sports performance centres and Originals. Globally, about 20-30 per cent of international sports brand’s sales come from the Originals range, Mr Gellner said. More Stories on : Brands | Sports
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