Adidas India Launches New Sportswear Range

The range of footwear, which includes the latest in technology and design, was formally inaugurated by Ramesh Krishnan, the internationally-famous tennis star.

Initially, around 22 models in footwear would be launched covering such categories as running, tennis and basketball shoes. They would employ the latest Adidas technology like the Torsion system, point of deflection system, adiprene, adiwear, predator and traxion.

In the second phase of operations, the cricket and soccer shoes would be introduced in the market.

To begin with, Adidas would be sourcing over 80 per cent of the components from their overseas suppliers since the required technology is not available in India. Gradually, the import component would be reduced to 50 per cent.

Adidas has also tied up with Phoenix for marketing its products.

The company has recently entered into a joint venture with Magnum International, a Delhi-based company, for the manufacture of its range of apparels.