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<ul class="summary-list"><li>The CEO of Adidas, Bjørn Gulden, gave his cell number to 60,000 of his employees.</li><li>Gulden said he did it in an effort to be more transparent.</li></ul>Adidas' CEO Bjørn Gulden shared his cellphone number with 60,000 employees at a town hall meeting in an effort to boost transparency at the firm, <a target="_blank" href="https://www.wsj.com/business/retail/the-ceo-who-gave-60-000-employees-his-cellphone-number-78540713">The Wall Street Journal</a> reported.Adidas had been in the midst of a tricky period when Gulden, a former professional soccer player, took the helm in January 2023.The company had recently severed ties with rapper Kanye West, now known as Ye, and was reeling in the wake of a <a target="_blank" href="https://www.adidas-group.com/en/media/news-archive/press-releases/2023/adidas-results-in-2022-reflect-geopolitical-macroeconomic-and-company-specific-challenges/">724 million euro operating loss</a> in the final quarter of 2022.<div type="image" title="Kanye West and Bjørn Gulden" height="1440" width="1920" msid="106820145" hostid="261" sizebytes="368864"></div>Gulden's first step to righting the ship was to try and address some of the transparency concerns that had also been raised by employees.After giving out his number, Gulden said that for a while he was contacted about 200 times every week by staff asking him to make changes to the company, per The Journal."Some people think I'm crazy," the Norweigan national told the outlet, before adding that he thought it was important for leaders to be open.Gulden had previously spent nine years at Puma, where he was credited with leading an impressive sales turnaround that he's now trying to replicate at Adidas.After a year that saw the company caught up in <a target="_blank" href="https://www.businessinsider.com/adidas-ceo-kanye-west-antisemitic-comments-not-bad-person-2023-9">controversy</a> following Ye's antisemitic remarks, <a target="_blank" href="https://www.businessinsider.com/adidas-problems-run-deeper-than-yeezy-analysts-say-2-2023-2">struggling sales</a>, and <a target="_blank" href="https://www.businessinsider.com/adidas-event-shut-down-protestors-wages-become-hot-button-issue-2023-3">worker discontent</a>, Gulden said he was aware that turning the company around would be a challenge."There was a culture of finding reasons not to do things," he said, adding that it was holding the company back.Much like he did at Puma, Gulden made a quick impact at Adidas, starting by dumping consultants who he said made decisions industry-experts would never make, per the report.Some of Gulden's other changes included reintroducing sports like cricket that have loyal customers in big, albeit specific, markets such as India, streamlining communications at the top of the business so that he had more direct reports from department heads, and binning a laborsome evaluation practice.He said that the company was now on track to return to profitability this year.For decades its main competitor Nike has been the number one player in the industry, but <a target="_blank" href="https://www.businessinsider.com/why-nike-stock-down-impact-rival-lululemon-adidas-2023-12">weaker sales</a> caused the company's stock price to drop over the last year.The company announced in December that it planned to cut hundreds of jobs to try and save $2 billion.Nike also <a target="_blank" href="https://businessinsider.com/tiger-woods-ends-nike-partnership-2024-1">recently ended its iconic partnership with Tiger Woods</a>, which had started back in 1996.Adidas did not immediately respond to Business Insider's request for comment, which was made outside of normal working hours.

Adidas' CEO says he gave his cell number to 60,000 employees and was slammed with 200 messages a week, report says

<ul><li>To shape nascent sneaker culture in India and bring global stories for sneakerheads in the country, adidas India organised Sneakers Day, a four-day festival that was hosted from October 22-25 2020.</li><li>Manish Sapra, Senior Marketing Director, adidas India walked us through the growing popularity of sneakers in India, the growth trajectory it has seen in the fashion industry, why adidas is focusing more on providing sustainable sneakers and much more. </li></ul>What were considered dorky possessions a decade ago have now become products of desire, style and comfort. In the global sneaker and fashion conversation, India is an emerging significant market. With social media, Indians have exposure to new trends developing across the globe in the shoes market and they are now aspiring to have a global taste in fashion. However, India is still a follower rather than a leader in the sneaker landscape. Indians took too long to get accustomed to sneaker culture. In the 90s, all Bollywood actors and cricketers wore sports shoes, who were the only trendsetters for consumers back then. Today, women who wear sarees in urban India have discovered the fashionable and comfortable wear that sneakers are. Recently, a woman hula-hooping in saree and sneakers took the internet by storm. Our fascination with sneakers grew with time as more influencers, sports stars and Bollywood actors started sporting sneakers as a legitimate statement piece. On how sneakers are gaining prominence in our country, Manish Sapra, Senior Marketing Director, adidas India, said, “Sneakers are a part of mainstream fashion now. And a large reason for this is people seeking a mix of comfort and style. Sneakers are now acceptable at workplaces, in some instances even in formal work environments with ties and trousers. While the barriers to dressing and pre-defined 'rules' of dressing are dissolving, consumers want more comfort than ever before, and this is where sneakers become the best option.” Shaping sneaker culture in India To continue supporting the Sneaker culture that goes beyond the actual products and shape it into a lifestyle that encompasses music, culture, art, etc, sports giant adidas launched a 4-day festival to introduce Indians to other Sneakerheads. Its aim was to bring together diverse audiences and drive impetus to a fast-growing sneaker community, offering various exciting deals and access to limited-edition adidas memorabilia. It had also organised engaging activities for its users and for the grand prize, adidas offered a full year worth of sneaker supply to a lucky few consumers. adidas India has witnessed a 3X increase in sneaker sales over the last 3 years, indicating that the sneakers market is finally picking up. When asked about the size of the industry, Sapra said it is difficult to define it because the lines between different shoes have blurred in the country. He said, “Sneakers can be defined in multiple ways so it’s difficult to give an exact market size. A running shoe (like the Ultraboost) for one consumer might be a sneaker for another consumer who purely likes to wear it for lifestyle and fashion purposes. Nonetheless, at an absolute level, the sneakers category has seen extremely strong growth for us and we have witnessed a ~3X increase in premium and hype sneaker sales over the last 3 years.” Sharing the reason behind this uptick, Sapra said, “We believe the growth of the category has been gradual over the last 5 years, but it’s really started to go mainstream in the last 2 years or so. A large part of this growth has been due to social media and the awareness &amp; influence of global sneaker and streetwear trends driven by brands, artists, athletes, festivals and most importantly consumers. The same holds true for India – industry leading brands such as adidas are driving online &amp; offline experiences for sneaker loving consumers thereby giving a platform for consumers to build a dialogue around sneakers. With this, we have taken the lead to develop the sneaker culture in India.” Sneakerheads in India are aware of the global trends, upcoming launches and collaborations. They look up to global stars. So, adidas is trying to bring global trends in India for them. Sapra said, “In the past few years, we at adidas have made sure we get the most of our global collaborations with Kanye West - Yeezy, Pharrell Williams, Beyoncé, Sean Wotherspoon, Yohji Yamamoto, etc. available to our fans and consumers, that too on the same dates as per global launches. This means that a consumer in India has access to these hyped products on the same day as a consumer in New York, London or Paris.” It is becoming increasingly popular in urban areas and a part of ethnic wear as well. “Sneakers these days are a must-have. The love for sneakers has grown multi-folds and it’s great to see how people in India are styling them not just with denims and joggers as one would expect, but also experimenting with ethnic/traditional and formal wear. One of the most important highlights has been consumers’ love for white sneakers. 5 years back who would have thought white sneakers would be such a rage in India. Now it’s a staple in everyone’s wardrobes. While Mumbai, Delhi and Bengaluru continue to drive the culture in the most impactful way, cities like Chandigarh, Pune, Hyderabad, Ahmedabad are not far behind and have growing communities,” said Sapra. Consumers have also started requesting for personalized sneakers. Many also commission artists to customise pairs for them after the pair has been purchased from a brand. Adidas has also joined this bandwagon of personalisation. Sapra shared, “From time to time, at adidas, we host exclusive brand experiences to celebrate the community and a key highlight of these experiences are the personalization zones. Recently, to celebrate 50 years of the adidas Superstar, the most iconic shoe in the world, we used the shoes as a canvas to express the change that one wishes to see in the world. We commissioned an artist to bring alive the story. The campaign was hugely successful on social media and we had multiple requests from consumers to mass produce some of the designs.” Lockdown on sneakers? While adidas India also saw its sales declining during the initial period of lockdown, all its limited edition of sneakers were an instant sell-out. Elaborating on the impact of lockdown, Sapra said, “This year has obviously been unusual, and for a select few summer months during the lockdown as people were spending more time at home, we saw a steep increase in the demand for open footwear (slippers and slides). However even during this period, so many of our Hype sneaker drops through collaborations with Yeezy, Pharrell Williams and Sean Wotherspoon were an instant sell-out. These premium and limited-edition sneakers ensured the momentum was never lost and that we stayed connected with our consumers. Now with the relaxation in lockdown measures as people start to step out, we are again seeing a surge in demand for sneakers.” With the on-going festive season and early signs of recovery, Sapra is highly optimistic about seeing a solid growth. Sapra said, “With every passing day we are seeing our business return to our original ambitions. We are extremely confident in the festive period providing a strong and solid boost to the already growing numbers. From a marketing point of view, we see an increased focus on driving enhanced consumers experiences, both offline and online, and an increase in digital content &amp; media spends.” Vision for adidas sneakers Adidas has tried to incubate and drive street culture in India by building awareness around its new launches and bringing global stories of sneaker culture to the country. Speaking about adidas’ vision for sneakers, Sapra said, “We strongly believe in our product and the stories we tell. We want to continue enhancing our understanding of the market and consumer needs, bringing in the right products and consumer experiences. In the future we’d like to continue growing the sneaker community to have a pan-India footprint. We know the consumer is highly opinionated and knows exactly what they need, and our endeavor is to understand that need, work with speed to turn the insights into the right product and bring it to market in our stores through the best experiences.” After seeing a 3X growth, the next goal on adidas list is to enhance its consumers experience and go bullish on its sustainable sneakers. “Sneakers made from 100% recycled material have already hit it off with environmentally conscious consumers. We believe they will command a significant share of our sneaker business in the near future,” said Sapra.

Adidas India witnesses a 3x increase in sneaker sales over the last 3 years, aims to drive sneaker culture in India and have a pan-India footprint

<ul><li><keyword id="6377547" type="General" weightage="20" keywordseo="adidas" source="Orion">Adidas</keyword> has a new brand ambassador. </li><li><keyword id="598" type="General" weightage="100" keywordseo="deepika-padukone" source="Orion">Deepika Padukone</keyword> roster of women athletes and partners around the globe.</li></ul>adidas welcomes global superstar and youth icon, Deepika Padukone to the brand. Padukone will work closely with adidas on their common commitment towards fitness; both physical and emotional. Sport being an integral part of her life, Padukone embodies strength and resilience like no other while also encouraging millions around the globe. Together they will create a powerful synergy as the two share similar values. Taking forward the brand’s attitude of ‘<keyword id="11131916" type="General" weightage="20" keywordseo="impossible-is-nothing" source="Orion">Impossible is Nothing</keyword>’, the partnership will be a testament towards breaking barriers and limitless possibilities, inspiring both current as well as future generations. With Padukone joining adidas' powerful roster of women athletes and partners around the globe, adidas strengthens its focus on democratizing and diversifying sport for women through inspiring personalities. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> “Being an athlete and playing sport has played a tremendous role in shaping my personality and helping me become the person I am today. It has taught me values that no other life experience could have. Today, fitness, both physical and emotional, are an integral part of my lifestyle. I am absolutely honored and delighted to be partnering with one of the world’s most iconic brands, adidas.” Deepika Padukone “As a global youth icon and someone who champions mental well-being and personal betterment, Deepika fits in beautifully with the brand’s ambition of creating positive change through sports and movement. We are thrilled to have Deepika join the adidas family and together we hope to inspire more women to see and realize their possibilities,” said <keyword id="168719" type="General" weightage="20" keywordseo="sunil-gupta" source="Orion">Sunil Gupta</keyword>, Senior Director, Brand adidas, India.

Adidas onboards Deepika Padukone as its global brand ambassador

<ul><li><keyword id="6377547" type="General" weightage="20" keywordseo="adidas" source="Orion">adidas</keyword> has roped in <keyword id="1407499" type="General" weightage="20" keywordseo="sandesh-jhingan" source="Orion">Sandesh Jhingan</keyword>, Indian Men’s Football Vice captain who will work closely with the brand in engaging and inspiring the youth to take the game to the next level.</li><li>In India, Sandesh joins the likes of <keyword id="13937" type="General" weightage="20" keywordseo="rohit-sharma" source="Orion">Rohit Sharma</keyword>, Mirabai Chanu, <keyword id="4624311" type="General" weightage="20" keywordseo="lovlina-borgohain" source="Orion">Lovlina Borgohain</keyword>, Manpreet Singh, <keyword id="1406187" type="General" weightage="20" keywordseo="simranjit-kaur" source="Orion">Simranjit Kaur</keyword>, Nikhat Zareen, Jeremy Lalrinnunga.</li></ul>Sportswear brand adidas has roped in Sandesh Jhingan, Indian Men’s Football Vice captain who will work closely with the brand in engaging and inspiring the youth to take the game to the next level. A recipient of AIFF’s ‘Emerging Player of the Year’ in 2014, Sandesh was named ‘Men’s Player of the Year’ in 2020-2021. He is also the recipient of the prestigious Arjuna Awards in 2020 for his outstanding achievement in football. An ardent fan of Manchester United, Sandesh will now join the brand’s elite pool of athletes which includes the likes of <keyword id="704" type="General" weightage="20" keywordseo="lionel-messi" source="Orion">Lionel Messi</keyword>, <keyword id="4722585" type="General" weightage="20" keywordseo="mo-salah" source="Orion">Mo Salah</keyword>, <keyword id="849887" type="General" weightage="20" keywordseo="paul-pogba" source="Orion">Paul Pogba</keyword>, <keyword id="2819664" type="General" weightage="20" keywordseo="paulo-dybala" source="Orion">Paulo Dybala</keyword> to name a few. adidas also partners with some of the leading football clubs in the world including Manchester United, Arsenal, Real Madrid, Juventus, and Bayern Munich, which define the brand’s commitment to football. In India, Sandesh joins the likes of Rohit Sharma, Mirabai Chanu, Lovlina Borgohain, Manpreet Singh, Simranjit Kaur, Nikhat Zareen, Jeremy Lalrinnunga who wear and sport the 3-Stripes with pride at The Arena, adidas head office in Gurgaon. This signing further strengthens adidas’ year long association with football while also diversifying its rich athlete roaster. Speaking about the partnership, <keyword id="168719" type="General" weightage="20" keywordseo="sunil-gupta" source="Orion">Sunil Gupta</keyword>, Senior Director, Brand adidas, India, said, "Sandesh is a role model for many young footballers and a perfect combination of passion and talent. With this partnership we aim to inspire the youth and work towards a common goal of building football from the grassroot level in India. We are thrilled to have Sandesh join the adidas family.” Excited about his relationship with adidas, Sandesh Jhingan said, “My journey with football has been very enriching, and I aspire to make it a far bigger sport in India than it is today. I am thrilled to be a part of the adidas family, and I feel this association will take me closer to my dream of seeing India develop greater passion for football and gain a spot in the 2026 FIFA World Cup. I feel adidas gets my passion and love for football like no other, given its long-standing relationship with the sport.”

adidas signs an endorsement contract with  Indian footballer Sandesh Jhingan to inspire young football players

<ul><li>In our latest episode of BTS with Insiders, we got chatting with <keyword id="212001" type="PERSON" weightage="20" keywordseo="Agnello-Dias">Agnello Dias</keyword>, Creative Chairperson, Dentsu Aegis Network India and Co-Founder, Taproot Dentsu and <keyword id="343974" type="PERSON" weightage="20" keywordseo="Santosh-Padhi">Santosh Padhi</keyword>, Co-founder and Chief Creative Officer, Taproot Dentsu about a few campaigns close to their hearts.</li><li>They took us behind the scenes of popular campaigns like Pepsi's Change the Game and <keyword id="15491" type="COMPANY" weightage="20" keywordseo="Airtel">Airtel</keyword>'s Har Ek Friend Zaruri Hota Hai, among others.</li></ul> It was in 2009 that Agnello Dias (Aggie) and Santosh Padhi (Paddy), two people pegged as the hottest creative stars in Indian advertising came together and founded Taproot. Within just a few years of starting the agency, it boasted of an enviable roster of brands it had created campaigns for including <keyword id="54572" type="COMPANY" weightage="20" keywordseo="PepsiCo">PepsiCo</keyword>, Airtel and Bennett, Coleman &amp; Company. Three years later, Japanese advertising major Dentsu acquired a majority in the agency. Over the past 11 years, with Aggie and Paddy at the helm of affairs, the agency has come up with some memorable, powerful campaigns that have helped brands tell wonderful, engaging stories. As a part of our latest series, BTS with Insiders, we spoke to the creative duo about some of the most memorable campaigns they have created together. Here are a few of the stories they shared with us. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Pepsi ‘Change the Game’ campaigns We all know about the cola wars of the past when players like Pepsi, Coca-Cola and Thums Up would all try to come up with irreverent campaigns, poking fun at each other. In 2011, Pepsi was the official World Cup sponsor. It was a brand that had always stood for irreverence, and everything that was anti-authoritarian and anti-establishment. In the past, it had roasted Coca-Cola when it was the official world cup sponsor with its cheeky, ‘Nothing Official About It’ campaign. So in 2011, when it was the official sponsor, its brief was unique. It wanted to say it is the official sponsor, while also making a statement that it is proudly irreverent. “During the discussion around the campaign, we stumbled upon the insight that the game itself had become far more irreverent than it was say 15-20 years ago,” said Aggie. The agency then decided to manifest this irreverence of the game by depicting a few key shots that the newer breed of cricketers had started playing. “Once we came up with the idea, the client was perceptive enough to see its power straight up,” added Aggie. The agency came up with five films featuring star cricketers and their trademark shots - MS Dhoni’s ‘Helicopter shot’, Virender Sehwag’s ‘Upper cut’, Harbhajan Singh’s ‘doosra’, Kevin Pietersen’s‘Switch hit’ and Tillekratne Dilshan’s ‘Dilscoop’. The campaign went on to become a huge hit, so much so that Pepsi replicated the idea in other markets like Bangladesh and Sri Lanka. “It also was a very special campaign for us because it was perhaps for the first time that such a huge brand chose to work with a smaller, independent agency. It totally changed the game for us,” added Paddy with a smile. Airtel’s ‘Har Ek Friend Zaruri Hota Hai’ Before Airtel’s friendship campaign, the brand every year would come up with a campaign that would put out a world philosophy that could be appropriated by mobility, shared Aggie. “That was the time when all brands were trying to build the category, nobody was trying to take each other's market share. The brief given to us that time was that we don't see anything wrong in what we are doing by putting out a life philosophy about how the world is getting more connected except that our tone and manner is making us sound old-fashioned. The brand said that they didn’t want to become younger or exchange market shares. It just wanted to keep its philosophy, while saying it in a younger manner,” he explained. That’s how the agency thought of giving out a philosophy but not from a pulpit. The idea took birth when the agency started discussing about 3 am friends who one could turn to if someone was in trouble. And that’s how the campaign took shape. What also makes the ad memorable is the jingle created by music composer Ram Sampath, who was given the task of creating a song without using any real instrument. All the percussions in the ad come from things one might find in a classroom, including notebooks, dusters and even dustbins. The campaign went on to become a huge hit. <keyword id="6377547" type="ORGANIZATION" weightage="20" keywordseo="adidas">Adidas</keyword>’ Odds In wake of the 2016 Paralympic Games, Adidas came up with a unique initiative called ‘Odds’ where para-athletes, primarily blade runners, were given a pair of the same side footwear instead of the usual pair that is sold to consumers. The campaign spoke about the inspirational story of <keyword id="2726242" type="PERSON" weightage="20" keywordseo="Major-DP-Singh">Major DP Singh</keyword>, a Kargil war veteran who lost his leg but not his determination. “We got the insight for the ad from a simple idea. One of the kids at the agency said what if we dedicate 2 left or 2 right shoes to para-athletes? We thought it must already have been done by some brand. We were really surprised to see that it had never been done and its such an injustice on the community that for years they had to buy a pair of shoes from which they could only use 1. So we thought we had to make this larger than life,” shared Paddy. They approached Major DP Singh who agreed to be a part of the campaign and the rest, as they say, is history. Paddy also shared a life lesson that he got from Major Singh. “On the first day of the shoot, we went to the top of a mountain at 4am where he used to practice to capture the early morning sunlight. Since the spot was far from the city, we travelled for an hour. He was an army guy and wanted a proper schedule. We gave him one and told him we will finish the shoot in 2 days. The packup for the first shoot was supposed to happen at 8 or 8:30 which got delayed by an hour or so. By the end of it, he wasn’t happy and went home. And he didn’t come to the second location. When the producer tried to reach out to him he said, ‘Please tell Adidas, Taproot and Paddy that I am done with my shoot.’ We were really shocked as we had a packed schedule. So I went to his house and asked him what happened. So he said, ‘I am an army guy and I follow schedule. If your shoot was getting delayed, someone should have come and informed me. I respect time and if I respect time, you should respect me.’ I apologized and assured him that something like this never happens again. So this wasn’t just a learning for me but for everyone else who was present at the sets that day,” reminiscened Paddy. <keyword id="5709" type="COMPANY" weightage="20" keywordseo="mumbai-mirror">Mumbai Mirror</keyword> Mumbai Mirror is a tabloid from the stable of the <keyword id="6356641" type="UNKNOWN" weightage="20" keywordseo="Times-of-India">Times of India</keyword> group, a brand that Taproot had been handling for a while. The brief given to the agency for the campaign was simple, “The client said here are 6 stories we have broken, please showcase these stories. It was from there that we took the leap and said that newspaper is the voice that amplifies the voice of the oppressed. There were stories that would not make it to the national newspaper but its players like Mumbai Mirror that take these smaller oppressed voices and amplifies them,” said Aggie. Those who have watched the campaign know that it makes its point heard loud and clear. The idea was to deliberately make the campaign disturbing. “There have been opinions about why the film was so shrill, it could have been toned down. But in my opinion, when you are taking this stance it can be either disturbing or it can’t be this at all. Then it would just need to be a completely different thought. And that’s why we decided to make it that aggressive,” explained Aggie. Times of India – Farmer Suicide campaign The last campaign that the duo spoke about went on to become one of their most awarded one. Our country is no stranger to the disturbing news of farmer suicides ever year. It’s still an ongoing issue and the agency wanted to bring out the stories of these farmers who simply become a statistics every year. The agency used burnt hay to make portraits some of the farmers who had committed suicide, leaving behind families of 4-6 members. “These paintings were sold and whatever money we made out of, we gave to the family members because once the earning member of the families pass away, the others also die a slow death. This was what we did in the first year. In the second year, TOI got on board the Samaj Seva Charitable Trust. We did a TV commercial and some billboards, as a second leg of the campaign. Because of the simplicity of the campaign, it did really well. It did well for us too as we picked up a lot of awards. It looks like something made out of something but how lovingly you do it and how relevant you are, makes or breaks the campaign,” said Paddy.

BTS with Insiders: The stories behind some of Taproot Dentsu’s most iconic campaigns

<ul><li>Adidas encourages women to push their boundaries, keep running faster than the challenges that come in their way. </li><li>It invites women to pursue an ongoing quest for personal betterment by overcoming all social and psychological barriers.</li></ul>In an attempt to forge a gender equal world, adidas has launched a campaign “#FasterThan”, that inspires women across all fields and ages to participate and celebrate sport in their daily lives. Bringing together real women, influencers and athletes; the campaign focuses on ‘Women in Sport’ and inspires them to be bigger than their challenges. Playing the role of an enabler, adidas invites women to pursue an ongoing quest for personal betterment by overcoming all social and psychological barriers. The campaign reframes ‘Fast’ away from the traditional concept of speed, towards that of a personal feeling and empowerment of being Faster Than challenges that might hold one back from fulfilling their potential.
 
 <div type="Youtube" id="wm3YNZhV4-k" title="FASTER THAN___ | adidas Running" thumbUrl="https://i.ytimg.com/vi/wm3YNZhV4-k/mqdefault.jpg"></div>





 Celebrating inspirational stories of Saikhom Mirabai Chanu, a Padma Shri Awardee and a World Champion in Weightlifting, Himanshi Goyal, a proponent of body-positivity, and Nishriin Parikh, a 53 year old professional body-sculptor, adidas aims to encourage increased participation of women in sport. It aims to leverage the power of sport to overcome stereotypes, prejudice and adversity, push past barriers, and only focus on the positive impact sport can have on you. Excited about the launch of the film, Mirabai Chanu, Padma Shri Awardee commented: “In our society, weightlifting has always been perceived as a male dominated sport,it took a lot of courage to break this stereotype. My success at the international level clearly showcases that sport doesn’t care about gender or stereotypes and for me FAST is all about pushing my limits and unleashing my potential in the quest of becoming the best.” On the launch of this campaign, Manish Sapra, Senior Brand Marketing Director, adidas India, said: "At adidas, sport is in our DNA and we believe that 'Through Sports, we have the power to change lives'. As part of our 2020 strategy, we will be focusing on 'Women in Sport' to inspire more women in India to take to a healthier life through sport and fitness. We feel sport doesn’t discriminate between genders and the playing field is the same for all. ‘Faster Than’ is the extension of this thought, bringing it to life by focusing on three inspiring stories to break various stereotypes.”

Adidas encourages women of all ages to participate in sports

Music producer-composer <keyword id="39150" type="LOCATION" weightage="20" keywordseo="Kanye-West">Kanye West</keyword> is the richest Black person in the <keyword id="6356955" type="LOCATION" weightage="20" keywordseo="united-states">United States</keyword>, according to a report in <keyword id="29740" type="LOCATION" weightage="20" keywordseo="Bloomberg">Bloomberg</keyword>. The 43-year-old's net worth is close to $6.6 billion, thanks to his sneaker and apparel business, Yeezy. The report suggests that his brand's tie-up with <keyword id="6377547" type="PERSON" weightage="20" keywordseo="adidas">Adidas</keyword> and <keyword id="6431981" type="COMPANY" weightage="20" keywordseo="gap">GAP</keyword> is estimated to be between $3.2 and 4.7 billion. His new tie-up with GAP, which will hit stores this summer in the US is estimated to be worth $970 million. An unaudited balance sheet of <keyword id="6576454" type="UNKNOWN" weightage="20" keywordseo="west">West</keyword>'s finances provided by his lawyer to Bloomberg includes another $122 million in cash and stocks, and more than $$1.7 billion in other assets including a significant investment in Skims, <keyword id="6357837" type="PERSON" weightage="20" keywordseo="kim-kardashian">Kim Kardashian</keyword>'s underwear label. The report also noted that West's entire music catalogue is worth $110.5 million, according to a 2020 valuation. West and his wife, reality star Kim Kardashian, recently filed for divorce after being married for seven years. SEE ALSO: <a href="https://www.businessinsider.in/business/ecommerce/news/amazon-wipro-consumer-and-ascent-capital-invest-in-beauty-brand-myglamm/articleshow/81563765.cms">Amazon, Wipro Consumer and Ascent Capital invest in beauty brand MyGlamm</a> <a href="https://www.businessinsider.in/international/news/japan-is-the-only-country-that-does-not-allow-same-sex-marriage-within-the-g7/articleshow/81563467.cms">Japan’s same-sex marriage ban ruled ‘unconstitutional’ as India’s LGBTQ community waits in hope</a> <a href="https://www.businessinsider.in/business/telecom/news/sunil-mittal-owned-airtel-africa-has-raised-200-million-investment-from-the-rise-fund-current-valuation-of-this-mobile-money-company-2-65-billion/articleshow/81569505.cms">Airtel Africa gets $200 million investment from Rise Fund at a valuation of $2.65 billion – to list its mobile money unit in four years</a>

Music producer-composer Kanye West is the richest Black American with $6.6 billion net worth, says report

<ul><li>Under Armour plans to build up to 15 retail stores in India by 2021 </li><li>The company has poached Adidas veteran Tushar Goculdas. </li><li>The sportswear brand has had an online presence in India through Myntra and Amazon. </li></ul>Global sportswear brand Under Armour is all set to make its official India entry to take on the existing giants Nike and Adidas. To do so, US-based Under Armour, which plans to set up retail outlets in the country, has also brought on board Adidas veteran Tushar Goculdas. “We are investing in Asia Pacific as there are long-term growth opportunities. We have been concentrating in China over the last few years. Over the next couple of weeks, we will be establishing our retail presence in India,” Jason Archer, Managing Director of Under Armour’s Asia-Pacific region told <a href="https://timesofindia.indiatimes.com/business/india-business/under-armour-to-open-stores-take-on-nike-adidas/articleshow/68248563.cms">Times of India</a>, confirming plans for its India stores. According to an <a href="https://economictimes.indiatimes.com/industry/services/retail/after-online-success-global-brands-are-coming-to-a-store-near-you/articleshow/66929833.cms">ET</a> report, the sportswear brand aims to have upto 15 outlets in India by 2021. Goculdas comes on board after being the Vice President of Emerging Markets at Adidas, a position he held since February 2015. At Under Armour, he will be the managing director of India operations. However, this is not the first time Indians will have access to Under Armour apparel. Earlier, the global brand had tied up with online platforms Amazon and Flipkart-owned Myntra to offer their products to the Indian audience. While its first exclusive contract was signed by Amazon India in 2017, the company then followed it up with a contract with Myntra too. In the Indian sportswear market, Puma is currently leading sportswear brand, having moved past Adidas to take the number one position in the past one year. See Also: <a href="https://www.businessinsider.in/e-commerce-wars-amazons-jeff-bezos-vs-mukesh-ambani-in-india/articleshow/67620116.cms">Amazon's newest challenger may be the richest man in Asia</a> <a href="https://www.businessinsider.in/virat-kohli-creates-another-record-but-off-the-field-signs-rs-110-crore-deal-with-puma/articleshow/57248344.cms">Virat Kohli creates another record but off-the-field, signs Rs 110 crore deal with Puma</a>

Global sportswear brand Under Armour heads to India, brings on board former Adidas exec Tushar Goculdas

<keyword id="6377547" type="CITY" weightage="100" keywordseo="Adidas">Adidas</keyword>, the global leader in <a href="http://www.businessinsider.in/reebok-franchise-india/articleshow/55014287.cms">football</a> is the official sponsor of the <a href="http://www.businessinsider.in/reebok-franchise-india/articleshow/55014287.cms">FIFA World Cup</a>. And now the premium sports brand has just announced the launch of its first ever urban football destination in India- the Base Plaza at Chattarpur in Delhi. 
 
The need 
This would help to promote the sport at a grass-root level and provide football enthusiasts a world class football experience. The Base has been designed <a href="http://www.businessinsider.in/reebok-franchise-india/articleshow/55014287.cms">keeping in mind the needs of the new age urban footballer</a> and aims at redefining their playing experience. <a href="http://www.businessinsider.in/reebok-franchise-india/articleshow/55014287.cms">ALSO READ: HOW TO START A REEBOK STORE OF YOUR OWN</a> 
 
Design <keyword id="54921" type="ENTERTAINMENT" weightage="20" keywordseo="spread">Spread</keyword> across a sprawling 2.5 acres, the Base features two pitches - a natural pitch of 24,000 sq. ft. which can be split up into two small pitches for 5/6-a-side football and an artificial pitch of 9,000 sq. ft. 
 
 
 
(The Base, Delhi) 
 
Artificial pitch The artificial pitch is made of the finest quality <keyword id="57149" type="ORGANIZATION" weightage="100" keywordseo="FIFA">FIFA</keyword> Recommended artificial turf and is ideal for professional and semi-professional use. It uses innovative <a href="http://www.businessinsider.in/reebok-franchise-india/articleshow/55014287.cms">3D Rootzone technology</a> with a face yarn of 10,000 denier XP + Slit Film, and 5,000 denier polylon as secondary fibre. This technology reduces strain on players’ knees and ankles, allowing them to move swiftly and quickly across the pitch, thereby minimizing the risk ofinjuries. Each pitch has an individual Ace and X style dugout to ensure a stadium-like atmosphere for the urban football creators 
 
Technology in the game 
Introducing international technology and innovation to the football creators and aspiring talent for the first time in India, adidas unveiled the miCoach Smart Ball. The smart ball’s unique sensor technology allows these creators to fine-tune their technique with instant feedback on attributes such as power, spin, strike and target.<a href="http://www.businessinsider.in/reebok-franchise-india/articleshow/55014287.cms">ALSO READ: HOW MUCH MONEY DO YOU NEED TO START A REEBOK FRANCHISE</a> 
 
A wholesome experience 
Additionally, the BASE includes a variety of unique features made to give the footballers a 365-day 24x7 immersive football experience. The carefully designed walking paths allow easy and convenient movement for players as well as audience around the venue without disturbing the pitches. Other facilities include <a href="http://www.businessinsider.in/reebok-franchise-india/articleshow/55014287.cms">washrooms and changing rooms </a>that are placed strategically to allow easy access from either pitch, F&amp;B areas that have been created to cater to one’s energizing needs and a parking space for 150 cars.

Fifa fans
in India rejoice: Adidas just launched an experience worthy urban football destination

<keyword id="6354486" type="PERSON" weightage="100" keywordseo="Virat-Kohli">Virat Kohli</keyword> has signed an eight-year deal with sports lifestyle brand Puma worth about Rs 110 crore and with this the Indian cricket team captain has become the first Indian sportsperson to sign a Rs 100-crore endorsement deal with a single brand. He will be joining the likes of Jamaican sprinters <keyword id="28723" type="PERSON" weightage="20" keywordseo="Usain-Bolt">Usain Bolt</keyword> and Asafa Powell, and footballers <keyword id="6036" type="PERSON" weightage="20" keywordseo="Thierry-Henry">Thierry Henry</keyword> and <keyword id="955974" type="UNKNOWN" weightage="20" keywordseo="Oliver-Giroud">Oliver Giroud</keyword> - among others - as a global ambassador for the brand. 
 
Kohli will be working with the German company to launch a signature line of sports lifestyle products with a special logo and brand identity. 
 "It's a privilege to be part of a great list of athletes that Puma has. Not just today's icons like Usain Bolt but also the brand's rich history with <keyword id="96776" type="PERSON" weightage="20" keywordseo="Pele">Pele</keyword>, Maradona, Thierry Henry and others. Both Puma and I are committed to a long-term partnership. I am impressed by the way Puma has gained popularity and market leadership in India in a short period of time," Kohli told TOI. 
 Similarly, <keyword id="6354267" type="PERSON" weightage="20" keywordseo="Sachin-Tendulkar">Sachin Tendulkar</keyword> and <keyword id="10138" type="PERSON" weightage="20" keywordseo="Mahendra-Singh-Dhoni">Mahendra Singh Dhoni</keyword> have been in the Rs 100-crore club through multi-year contract with sports and talent management agencies, which in turn brought a plethora of brands for endorsement deals. 
 In 2013, Kohli had signed a Rs 10-crore per-annum, three-year deal with sports goods giant <keyword id="6377547" type="CITY" weightage="20" keywordseo="Adidas">Adidas</keyword>, but this ended when both parties decided not to renew the contract last December. The signing up with Puma, however, puts the dynamic cricketer in a new league altogether. 
 "Virat has transformed the way fitness is looked at in Indian cricket. He has emphasized the role of an athlete and reshaping cricket in the millennial culture, thus endorsing our brand ethos. He is a youth icon with an effortless style," <keyword id="567332" type="COMPANY" weightage="20" keywordseo="Puma-India">Puma India</keyword> MD <keyword id="2522565" type="PERSON" weightage="20" keywordseo="Abhishek-Ganguly">Abhishek Ganguly</keyword> told TOI. 
 
Puma is expected to work with Kohli in markets like UK, Australia, South Africa and the Middle East and "wherever Cricket is relevant."

Virat Kohli creates another record but off-the-field, signs Rs 110 crore deal with Puma

How do you feel when you visit a store and find out that their <keyword id="73301" type="POSITION" weightage="20" keywordseo="Salesman">salesman</keyword> is an expert and knows all about the product he was selling? Feels great right? Now get ready for many such experiences as leading sports brands – <keyword id="69300" type="CITY" weightage="20" keywordseo="nike">Nike</keyword>, <keyword id="138873" type="COMPANY" weightage="20" keywordseo="Puma">Puma</keyword>, <keyword id="6377547" type="CITY" weightage="20" keywordseo="Adidas">Adidas</keyword> and Reebok—are planning to hire athletes as sales executives. 
 
The information was revealed in a recent Economic Times report, which mentions that the trend is prevailing in Indian market and firms are planning to give it a boost. Reason why sports brands are following this trend is because they feel athletes would be more capable in identifying customer needs and explaining functionality of different products after thriving on basic and multi-purpose shoes for years. 
 Puma’s retail director for India, Jerome Rouch says, "We even give badges to our <keyword id="17103" type="POSITION" weightage="20" keywordseo="Athlete">athlete</keyword> sales staff which says 'I am a 10k runner, are you?'." As per Rouch, in India, half of the sales employees are athletes in Puma stores- from college to state level players. 
 
The marketers in the sports category believe that only sales-focused team is not enough to push the business as high performance products and understanding of them has increased. And experts are looked-for for better trade. 
 "This heightened awareness has made it imperative for us to scale up the levels of knowledge of the sales staff in Adidas and <keyword id="116541" type="COMPANY" weightage="20" keywordseo="Reebok">Reebok</keyword> stores," said Dhruv Bogra, senior director of retail at <keyword id="788797" type="COMPANY" weightage="20" keywordseo="Adidas-group-India">Adidas Group India</keyword>. 
 
The report also mentioned that Adidas and Reebok collectively has hired over 200 runners as footwear specialists and are planning to increase the count to 500 by next year. It also says that six months ago, after they changed their hiring process, a hike of 20% was observed in sales. 
 <keyword id="256469" type="PERSON" weightage="20" keywordseo="Sanjay-Gangopadhyay">Sanjay Gangopadhyay</keyword>, managing director and general manager at <keyword id="256472" type="COMPANY" weightage="20" keywordseo="Nike-India">Nike India</keyword>, said, "This is a global trend that is now picking up in India and we are trying to change the state of the market." 
 
The companies have also started visiting colleges and gyms to find-out skilled individuals. Not just this, but they are also organizing special programs like Zumba dance fitness program, marathon and much more such events to find out the right talent for the job. 
 
<a href="http://momsrunthistown.com/mcdonoughga/wp-content/uploads/sites/46/2013/04/Perry.jpg">Image source </a>

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