adidas steps up sales pitch with Originals

With football fever catching on in India, the global sports and related leisure brands major adidas has stepped up its sales pitch.

The company unveiled its first ‘Originals’ store in Hyderabad on Thursday.

adidas Originals is the sports icon inspired street wear brand with ingredients of creativity and self expression.

It is set to give Hyderabadis access to the most iconic street fashion labels in the world, said Tushar Goculdas, Brand Director, adidas India.

This is the 11th such exclusive store in the country.

“We launched two exclusive stores this week—Chandigarh and Hyderabad—and will continue this expansion drive with five more in the pipeline for the coming quarter. Our aim is to have 20 exclusive stores by the end of the year,” he told BusinessLine here.

Trendy T-shirts with colours of World Cup winners Argentina, Brazil, West Germany, Spain, and so on and those colours sported by legends like Maradona, Ronaldo and Messi are available at the stores. The range runs into a few hundred products, including the Jeremy Scott collection.

For the football fans, especially Brazil, the Originals has on offer a line of fan wear in sports inspired streetwear labels including retro team jerseys, imagery of Brazil, the Telstar (first official adidas match ball, 1970 Mexico World Cup) and the exclusive Farm collection for women (created in collaboration with a Rio based label called The Farm Company).

Some of the biggest music and fashion icons, including Kanye West, David Beckham, Katy Perry and closer home Priyanka Chopra, Ranbir Kapoor and Deepika Padukone, have been seen sporting adidas Originals, he said.

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