German multinational sportswear brand Adidas has tied up with Lifestyle stores for women’s athleisure ‘shop-in-shop’ outlets. The first outlet was launched at Gurugram, National Capital Region, on Friday.
Adidas announced the launch of ‘shop-in-shop’ outlets at Lifestyle stores to strengthen its consumer outreach in women’s category. It inaugurated the first such outlet in MGF Metropolis, Gurugram. The Adidas women’s apparel products will be available in 16 Lifestyle stores across Delhi-NCR, Mumbai and Bangalore.
“The association aims at reaching versatile women across India and inspire them to reinvent their routine, create their own path and make a difference in their lives,” Adidas Group India senior marketing director Sean Van Wyk said at the launch of the first outlet. “Through this partnership, customers will have access to high-quality apparel, for fitness and athleisure, which will help them in setting new personal benchmarks in their respective fields.”
The Adidas-Lifestyle ‘shop-in-shop’ outlets will provide athleisure wear, performance & sportswear and fitness wear under one roof.
“We are pleased to introduce Shop-In-Shop outlets in association with Lifestyle International Pvt. Ltd. for our women’s product category. The partnership with Lifestyle will strengthen our reach across cities and make Adidas accessible to a larger set of women. Adidas believes in encouraging women to take up sport and fitness and with such initiatives we hope to bring this cultural change to the forefront. We look forward to a meaningful association between both the brands,” Sean Van Wyk added.
The association in the first phase has started at eight centres, which the companies have planned to take to 16 outlets across the country. “The range of products will be the biggest strength of our ‘shop-in-shop’ stores. adidas is one brand that provides athleisure wear, fitness wear, sportswear, performance wear at one single wear,” said Srinivasa Rao, senior vice-president, marketing, Lifestyle.
The store was launched in the presence of women celebrities like Dangal-fame actress Sanya Malhotra, ace boxer Nikhat Zareen and versatile DJ, musician, actress Monica Dogra.