Adidas India General Manager Nirendra Singh talks to Shibani Garat about promoting jersey culture and distributing Adidas jerseys at different price points through e-commerce during the T20 World Cup. He also explained that the strengthening of cricket did not bring down other sporting categories, but rather that cricket gave a strong foundation from which to elevate other categories. Watch Adidas Nirendra Singh Storyboard 18 on Sundays at 11:30am
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transcript transcript
Transcript: You mentioned that your goal is to promote jersey culture in India, and this was around the time you announced your partnership with BCCI. We have to go to our fans, but we don’t necessarily expect them to come to us. Therefore, we were able to widely distribute this jersey product. I saw it on the Q Commerce platform around the time of the T20 World Cup. Let’s say it’s your game and you and you don’t have your jerseys yet. At times like this, cucumbers are very convenient, delivering seasonal vegetables in just 10 minutes. Last year, we sold thousands of jerseys, 5,999 authentic jerseys, and we believe that 999 will allow us to distribute our product far and wide. The question is, can brands bring the right products to market? Usually when brands dial up cricket, we’ve seen everything else dialed down. I don’t necessarily share the opinion, but I would say that probably a lot of our campaigns were cricket-driven, but not necessarily from a category perspective or from a percentage of sales. In fact, cricket provides us with a very strong platform to elevate other categories. For example, these days we see many cricketers wearing supernova during training.
