ADIDAS INDIA TAKES UP A ‘SOLE’FUL INITIATIVE TO BOOST ITS SUSTAINABILITY DRIVE

~ PUSHING BOUNDARIES OF INNOVATION, ADIDAS LAUNCHES PARTNERSHIP WITH GREENSOLE ~

December 06 2019: Living the sustainability drive in all its might, sportswear giant adidas’ collaboration with Greensole is a testimony of the efforts that the brand is putting in to make a real difference towards environment conservation and the adoption of a circular economy.

To further the idea of sustainability, adidas has partnered with Greensole, an Indian NGO providing unique solution of upcycling old and discarded footwear into a comfortable and lightweight slipper.

adidas has always been at the forefront of impacting lives through their core belief, ‘Through Sport, We Have The Power To Change Lives’. With this partnership, they are living this belief and implementing this unique collaboration of upcycling used/discarded pair of shoes.

Neelendra Singh, Managing Director, adidas India said, “Through sports we have the power to change lives” is not only our core belief it is our purpose and why we do what we do. As a global brand we work to inspire and enable people to harness the power of sport in their lives. As one of the few companies we also integrate sustainability into our business model, by taking sustainability to the product level. By partnering with Greensole, at adidas India we upcycle old/discarded shoes into slippers at a minimum cost and provide them to under-privileged children in rural areas who walk to school bare feet”.

adidas is associated with Greensole since Dec 2016 and has carried out a few donation drives of upcycled footwear.

Shriyans Bhandari, co-founder of Greensole on announcing this partnership said, “GreenSole is investing in design and R&D to ensure each part of the shoe, and not just the sole or insock, is upcycled/recycled. To partner with a brand like adidas reinforces the fact that there is a lot of work that needs to be undertaken in the field of sustainability and global brands can help address these concerns at a larger level, thereby influencing the masses to contribute to mother nature.”

The association’s main target is to reach underprivileged school kids from class 1 to 10, in tribal areas across the country, from Jawhar in Maharashtra to Daringbadi village in Odisha and from Nizamabad in Telangana to Prayagraj in Uttar Pradesh, where to own a single pair of basic footwear is considered to be a luxury.

REAL KASHMIR FC WITH SUPPORT FROM ADIDAS LAUNCHES AN UBERCOOL CAMPAIGN INSPIRED BY THEIR NEW FANS

New Delhi, 06^th December 2019: Imagine a football club that gets support from its rival’s fans. Have you ever seen a Manchester United Fan supporting Arsenal FC? Or the other way? Sound’s unreal, doesn’t it! It’s precisely this reason why Real Kashmir is unique. A club that has almost forced, inspired, fans of other Indian football clubs to start supporting them.

Inspired by this phenomenon, recently, global sportswear giant adidas and Jammu & Kashmir based football club Real Kashmir FC together unveiled the new design of the club’s 2019-2020 home jersey dedicating it to fans of the club. The new colourways are an ode to the Unreal Fans of Real Kashmir who have made it the most loved clubs across the country

Last season, adidas announced its partnership with Real Kashmir FC with an aim to inspire positive change by narrating the story of the ‘Snow Leopards’, as the club is popularly known. The story has redefined the 'Real’ Kashmir, with football as a catalyst for change. The result since the announcement has been unexpected, while on-field the team scaled unprecedented heights finishing third in their first appearance in the I-League, off-the-field it has led to unreal and unexpected outcomes as the message of positivity spread and made a REAL change.

RKFC, supported by adidas, have launched a campaign to celebrate the new season adidas jersey and dedicated it to the “UNREAL FANS OF REAL KASHMIR”. The new season campaign captures the essence of change and a new phenomenon in Indian footballing history that Indian football has witnessed during the 2018-19 I-League season with Real Kashmir FC.

The campaign rides on the insight, rather a unique trend, where fans of opponent clubs started cheering for Real Kashmir FC, as it became the second favourite club of opponent fans on social media. Fans from across India joined in conversations both on-ground and on social media to lead the voice of positivity. As RKFC travelled across the country, often, the club received standing ovations at away games from opponent fans, who did not switch loyalties but rather supported both clubs - a trend not seen before in football fanfare.

The campaign takes a leap and showcases the faith that the fans showed towards Real Kashmir favourite club, as it acquires UNREAL fans from other sports, to fans that did not follow any sport in their lives, to anyone or everyone who has followed the RKFC journey till now and seen Real Kashmir through the lens of football.

Manish Sapra, Senior Marketing Director, adidas India, “Our journey with Real Kashmir has been unimaginable, unthinkable and unbelievable. Gets summarized in just one word ‘Unreal’. This campaign is dedicated to the Unreal Fans of Real Kashmir who may support other clubs but hold a soft corner for the snow leopards”

Sandeep Chattoo, Owner, Real Kashmir FC, “This is such a cool campaign to celebrate all the new fans who have started supporting us in our journey. When we saw the campaign for the first time, we absolutely fell in love with it. It beautifully brings together the various sentiments of numerous fans across the country.”

The new season jersey has been carefully crafted, “Create. Believe. Inspire” written on the neck at the back, inspiring every individual to make a difference in their game, life and world. This season the yellow home jersey is accessible to the fans, available only in limited quantities across select adidas stores and online on shop.adidas.com starting from 21st Nov 2019, is built with adidas Climalite fabric and has the iconic adidas 3-Stripes on the shoulder.

Aneesh Jaisinghani, ECD, Cheil India, “Last year, the first timers, Real Kashmir Football Club team, received huge success and with that we observed a never-seen before trend on social media! The die-hard fans of opponent clubs began following and cheering for RKFC.  A die-hard football fan never cheers for any other team! RKFC was gaining popularity among these die-hard fans too! And thus, was born ‘THE UNREAL FANS OF REAL KASHMIR’ campaign. This initiative intends to throw a spotlight on all those UNREAL FANS of REAL KASHMIR and encourage them to share their love for the team! We have conceptualized 3 digital films with UNREAL FANS who will share their adulation stories for RKFC with the world. We hope to boost the energy of this team and make everyone notice them through these unreal fans!”

Here’s the Campaign videos download link: http://bit.ly/369np8O

 

ADIDAS LAUNCHES THE NEW ALPHAEDGE 4D RUNNING SHOE

~ ADIDAS 4D is a data-led design innovation ~

~ The latest FW19 drop features a black and a white shoe with a new reflective upper ~

~ ALPHAEDGE 4D launches in India from 21^st November 2019 ~

New Delhi, 21st November 2019 –adidas, a name synonymous with innovative, cutting-edge technology that understands and meets the requirements of its customers is all set to launch the new ALPHAEDGE 4D 2019.

ADIDAS 4D was first revealed as concept release from FUTURECRAFT - adidas’ innovation incubator – in 2017. The midsole is printed with light and oxygen using Carbon Digital Light Synthesis^TM technology pioneered by Silicon Valley based company, Carbon.  The two companies came together to combine years of athlete data with the latest 3D printing technology which allows products to be created at considerable commercial scale. This technology enables huge benefits for both athletes and consumers so they will feel the future.

Marco Kormann, Director Platform Innovation, adidas, said, “We are proud to have taken a FUTURECRAFT concept and scaled it up significantly across our business within two years. ADIDAS 4D marks a shift in the way we approach the design and creation of our products. With the support of our partner, Carbon, we have shown the possibilities of data-driven-design and digital manufacturing on a global scale. The next iteration of the technology will be to develop how it can be used to produce footwear that is tailored to specific sports, and need of individual athletes.”

ADIDAS 4D was created as a unique solution that can be precisely tuned to respond to the movement patterns, weight and gait of the user. The 3D printed midsole has been created after analyzing the running data collected from runners worldwide to deliver top performance and stability.  This means that in the future adidas foresees designing the lattice in a way which suits the movements of a certain sport, as well as personalized based on the data of an individual. We’re just at the beginning, with ADIDAS 4D you will start to feel the future.

The latest drop to feature ADIDAS 4D is an update from ALPHAEDGE 4D for FW19. The new reflective design on the upper makes this version of ALPHAEDGE stand out even more, especially for training in low light. The product features are as follows:

ADIDAS 4D

Carbon Digital Light Synthesis^TM technology uses digital light projection, oxygen-permeable optics and programmable liquid resins to print high-performance, durable polymeric products.

The technology uses data to translate the needs of a performance category, and eventually individual athlete or consumer, with the required movement, cushioning and stability directly into a midsole.

Primeknit upper, with FORGEDMESH

A super-lightweight upper that features a reflective prime knit used on the full upper, for maximum reflectivity, encases your foot in a seamless sock-like fit providing the support and comfort needed during sharp lateral movements and tight turns. Each thread is individually constructed millimeter by millimeter with FORGEDMESH - a process using TPU-coated yarn, that maximizes performance when stitched at various angles and layers for ultimate strength in motion.

ALPHAEDGE 4D, will be available at select adidas stores and on shop.adidas.co.in from 21^st November 2019 at the MRP of INR 27,999/-

For more information visit adidas.com

Video Link : https://we.tl/t-3xMbPdUZwt

ADIDAS INSPIRES SELF-EXPRESSION THROUGH THE STORIES OF THEIR WOMEN ATHLETES

~ 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 12^th, 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 

To find out more, please visit: www.shop.adidas.co.in

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.

A surprise midnight drop for Yeezy Boost 350 V2 ‘Glow’ by adidas Originals, makes sneaker heads go berserk

adidas Originals lived up to its name by creating a breakthrough Creative Hype strategy to launch its much awaited Yeezy 350 V2 Glow. The Surprise midnight drop by adidas Originals made sneakerheads go crazy, trying to fetching the sneaker, as a result of which a limited number of pairs got sold out in a matter of 7 minutes.

 The adidas Yeezy Boost 350 V2 ‘Glow’ is the most eagerly awaited sneaker of 2019 which features an upper composed of two-toned re-engineered glow in the dark Primeknit. The post-dyed monofilament side stripe is woven into the upper. The glow in the dark midsole utilizes adidas’ innovative BOOST technology.

The surprise launch went LIVE on shop.adidas.co.in at 00:00 hrs midnight and the sneaker community went frenzy to get their hands on the much awaited edition.

The highly-anticipated style is now slated to drop on May 25 at select stores in Delhi & Mumbai (DLF Promenade, Vasant Kunj & adidas store in Linking Road, Mumbai), where pre-registrations will start from 22nd May 22, 2019 to 25th May 2019 for chance to cop the much hyped sneaker through a LIVE RAFFLE at 7pm on 25th May 2019.