Adidas’ Lifestyle Brands in India

German sportswear retailer Adidas has gotten a little more serious about the Indian retail market after losing to Reebok in the first decade of battle post-liberalization in India. Adidas just a while ago announced the launch of its exclusive lifestyle brand – Originals in India.
The first Adidas Originals outlet in India opened for business in New Delhi. It plans to open 6 more stores by the end of 2007. Mr. Andreas Gellner, MD of Adidas India said,

The new brand is a premium category range and apart from the existing sports performance products available in India we are focusing on metros as it is not a mainstream range.

Globally, the Originals brand contributes 30% to the topline of Adidas but in India they are planning to get 5% of the total revenues. Adidas will launch its women’s range – Stella McCartney next year in India. The first store will come up in Mumbai in 2008.

Adidas has 200 outlets in the country and plan to take it to 250 by the end of FY2007. Reebok is the leader in branded sportswear retail goods with a market share of 51%.