~ Launches the VRCT jacket as a canvas of individuality&self-expression,
through the voice of Swapna Barman,Dipika Pallikal& Simranjit Kaur ~
13th September 2019 – Global Sportswear giant, adidas, known for its high
performance products worn by the world’s best athletes, and brand campaigns
that transcend cultures and stereotypes, has launched a fresh new athletics
franchisee, the VRCT jacket, a canvas of self-expression & individuality.
Launched to inspire individuality in creators including
athletes, the jacket comes with a customisable badge making it a vehicle of
self-expression, allowing one to show the world what one truly believes in.
Worn by high school and college students world over to represent school and
team pride, varsity jackets emanate individuality and success.
Inspired by the iconic varsity jacket which is worn by
high school and college students world over to represent team pride, VRCT
reworks the iconic design of for a classic bomber aesthetic with a sleek,
modern fit. Featuring flexible, lightweight material, the jacket offers maximum
freedom of movement, while a soft double-knit fabric enables year-round
wearability.
To celebrate the campaign and give wings to the idea
of self-expression, adidas has been working with leading women athletes in
Indiawho have overcome multiple challenges both on and off the field and displayed
immense individuality to succeed. These include national icons - heptathlete Swapna
Barman, squash player Dipika Pallikal, boxer Simranjit Kaur and sprinter Hima
Das who will be the leading voice of the campaign in India.
The launch of the VRCT jacket saw Swapna, Dipika and
Simranjit lead a panel discussion where they spoke about their journey not only
as athletes but also emphasised on staying true to themselves, which has played
an important role in their success.
Being proud of her imperfections, Swapna Barman, Indian heptathlete said“Embrace your flaws and wear them like
an armour so no one can use them against you. I believe my imperfections have been
my biggest motivation to succeed. I’m so happy to be working with adidas on the
adidasVRCT jacket that allows me to own and celebrate by imperfections.”
Present at the launch along with adidas ambassadors, Manish Sapra, Senior Marketing Director,
adidas India, said: “adidas has always inspired athletes through products and campaigns.
Today’s youth, whom we refer to as creators, are looking for various avenues to
express their creativity and individuality. Through the VRCT jacket, we are
providing the youth of today a platform to show what they stand for.”
Stayng true to its creators positioning, adidas extended an
opportunity to consumers to become true creators with a specially curated
evening with collaborators from various genres, celebrating individuality and
self-expression. The consumers also engaged with a special ‘WeRepresent Zone’
where they customised their badges and got a chance to wear them on their VRCT
jacket with pride.
Ensuring that the celebration of self-expression and individuality
proliferates through various age groups and audiences, the brand is also customising
unique badges for groups on WhatsApp, allowing consumers to co-create with
their close ones and celebrate what they stand for as a group.
To inspire creativity and self-expression, the VRCT
jacket features a classic adidas ‘A’ team badge that can be interchanged with
eight other badges:
AUTHOR
You are the author of your own life. Choose your
story, take ownership, and be your own protagonist.
I'MPERFECT
Acceptance starts from within. Embrace your natural
self and use your flaws as an armour, and you'll truly realise your
potential.
FAMILY
Everyone needs someone they can fall back upon when
life throws challenges their way. Always put up for the hero who is your rock!
BRAVE
Brave is believing. It’s about breaking free and
looking towards the future. It means building something from nothing.
SACRIFICE
When you set a goal, you have to give your all. There
can be no regrets. If you don’t sacrifice, you sacrifice your goal.
OCEAN LOVE
No Oceans. No air. No life. It IS cool to care.
RKFC
Sports has the power to change lives. And it’s not
more true than for the Real Kashmir FC that has fuelled positivity in the land
of Kashmir through football.
ALL ROUNDER
You are the ALL in one in your game, life and world.
The VRCT jacket will be available
across select retail stores in the country and at www.shop.adidas.co.in on September 12th, priced
at INR 6,999/- for men & women.
Consumers can also have their own badge personalized at select stores.
adidas Store, DLF
Promenade, New Delhi – September 13-15
adidas Store, Linking
Road, Mumbai – September 20-22
adidas Store, Indiranagar,
Bengaluru – September 20-22
Product
pronunciation: VEE-ARE-CEE-TEE
About
adidas
adidas
is a global leader in the sporting goods industry, offering a broad portfolio
of footwear, apparel and hardware for sports and lifestyle around the core
brands adidas and Reebok. Headquartered in Herzogenaurach, Germany, the company
employs more than 55,000 people across the globe and generated sales of over €
20 billion in 2018. adidas products are marketed in more than 160 countries.
adidas
India Marketing Pvt. Ltd., based out of Gurgaon in Delhi – NCR, is the Indian
subsidiary of adidas. In India, adidas products are available in all key
cities.
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