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New Delhi: German sportswear brand Adidas is focusing on leveraging on tournaments such as FIFA World Cup 2014, T20 World Cup 2014 and IPL in the next two years to drive sales from Indian operations.

Adidas bets on mega sporting events

"Next two years is going to be very important for us. There is a series of massive sporting events coming up. We will leverage on these sporting events to drive our sales growth in India," Adidas India Brand Director Tushar Goculdas said.

The company has also roped in cricketer Virat Kohli as its brand ambassadors. "He is fantastic fit for Adidas brand. All attributes of Virat are perfectly in sync with what Adidas brand stands for. We are looking for a long association with him. Cricket is an important sport for us," he said.

Adidas already has Sachin Tendulkar and Suresh Raina endorsing the brand. Talking about the importance of cricket for the company,
Goculdas said, "Cricket is a very important sport for us. We are responsible for running entire global cricket business from India. India is global cricket hub. Cricket and football are two biggest business segments for us."

He did not share percentage contribution of cricket business in the company's sales. The company does not disclose its financials.
    
The company, which also owns Reebok brand, is working to position itself as multi-sports specialist brand while Reebok brand is being projected as fitness brand.

"We are an athlete-oriented brand. We want to be known as a multi-sports specialist brand," he said.

(Agencies)

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