The Cricket Connection: How Adidas Expanded Its Footprint in India

Adidas' Winning Strategy: Boosting Jersey Culture in India with Cricket Partnerships and Creative Consumer Engagement
Rohit Chauhan

Rohit Chauhan

Adidas, the global sportswear giant headquartered in Germany, has made significant strides in India by leveraging cricket partnerships and innovative consumer engagement. This article explores Adidas’ strategy to grow its brand presence in India, particularly through its collaboration with the Board of Control for Cricket in India (BCCI). The move has been strategic, focusing on expanding the brand’s reach in a market where cricket is not just a sport but a cultural phenomenon. This detailed exploration sheds light on how Adidas’ strategic decisions have resonated with Indian consumers, driving both sales and brand loyalty.

Strategic Partnership with BCCI

The Cricket Deal

During the annual investor call, Bjørn Gulden, CEO of Global Brands at Adidas, emphasized the importance of visibility in sports marketing. According to Gulden, the strategy involves not just major global sports but also those with regional significance. This philosophy led to Adidas signing a landmark deal with the BCCI to become the official jersey partner for India’s men’s and women’s cricket teams until 2028. This partnership, valued at around Rs 350 crore, marks a significant investment and commitment to the Indian market.

India’s cricket team, under this partnership, has sported Adidas jerseys in major tournaments such as the ICC World Test Championship and the ICC ODI World Cup. The visibility provided by these high-profile events has greatly enhanced Adidas’ brand recognition in India. Neelendra Singh, Managing Director of Adidas India, has highlighted the strategic importance of this association, noting that it keeps the brand on high alert to meet the expectations of global leadership and Indian consumers alike.

Impact on Brand Visibility

The impact of this partnership extends beyond mere visibility. It has also positioned Adidas as a premium brand associated with excellence in sports. By aligning itself with India’s cricket team, Adidas has tapped into the deep emotional connection that Indian fans have with the sport. This strategic move has not only increased brand awareness but also strengthened Adidas’ market presence, making it a preferred choice among sports enthusiasts.

Leveraging Cricket’s Massive Appeal

Acquiring New Customers

Cricket is more than just a sport in India; it is a cultural cornerstone. By partnering with the BCCI, Adidas has tapped into an enormous consumer base. Neelendra Singh emphasizes that cricket offers a platform to reach over 700 million consumers, providing an unparalleled opportunity to acquire new customers. For many of these fans, the team jersey often becomes their first Adidas product, thereby serving as a gateway to the brand.

This strategy has proven effective in not only driving sales but also in enhancing brand credibility. The emotional investment that fans have in cricket translates into brand loyalty for Adidas. The association with the Indian cricket team allows Adidas to reach a wide demographic, including young fans who may become lifelong customers.

Success of Marketing Campaigns

The partnership with BCCI has already yielded impressive results in terms of marketing and consumer engagement. Campaigns such as “3 Ka Dream” have seen unprecedented levels of engagement, making it the top video campaign for Adidas in India. The brand has also seen record sales of half a million jerseys in the last year, a milestone that underscores the success of its marketing strategies and the high quality of its products.

These campaigns have not only driven sales but also significantly enhanced brand visibility. Adidas’ share of search metrics has been steadily increasing since the second quarter of the last fiscal year, reaching an all-time high. This increase in digital visibility is a testament to the effectiveness of Adidas’ strategic marketing initiatives, reinforcing its position as a leading sportswear brand in India.

Understanding Consumer Behavior

Evolving Sportswear Culture

The sportswear market in India is evolving, with consumers increasingly adopting sportswear as part of their everyday lifestyle. This shift is driven by a growing awareness of fitness and health, as well as a cultural change towards valuing sports and athleticism. Neelendra Singh notes that sportswear in India is transitioning from mere utility to a lifestyle choice, mirroring trends seen in Western markets.

For a sports brand like Adidas to succeed in this evolving market, it must offer products that are not only functional but also stylish. The brand’s three-tier pricing strategy is a testament to this approach. By offering fan jerseys at an accessible price point of Rs 999, Adidas has made its products available to a broader audience. This strategy has been instrumental in encouraging consumers to opt for authentic Adidas products over counterfeit ones, thereby enhancing brand loyalty and market penetration.

Distribution and Accessibility

Accessibility is a key component of Adidas’ strategy in India. The brand has implemented innovative distribution methods to ensure that its products are available to consumers wherever they are. During major tournaments, Adidas has made jerseys available through a variety of channels, including quick-commerce platforms like Blinkit, its own app and website, major e-commerce sites like Myntra, Flipkart, and Amazon, as well as physical locations such as store lobbies, mobile vans, and stadiums.

This multi-channel distribution approach has allowed Adidas to reach consumers efficiently and effectively, ensuring that fans can easily purchase their favourite team’s jerseys. The success of this strategy is evident in the high sales figures and the widespread availability of Adidas products, which have become synonymous with quality and style in the Indian market.

Expanding Beyond Cricket

Embracing Football and Other Sports

While cricket remains a major focus for Adidas in India, the brand also has a strong presence in football and other sports. Adidas is renowned globally as a leading football brand, and this reputation is beginning to translate into increased demand for football-related merchandise in India. With upcoming events like the European Championship, Copa America, and the Olympics, Adidas expects to see record sales of football jerseys in the Indian market.

The brand’s success in football provides a complementary boost to its cricket initiatives, helping to broaden its appeal among Indian consumers. Adidas’ association with major football teams and events enhances its credibility and attracts a diverse consumer base that is passionate about multiple sports.

Growth in Running and Fashion

Running has become increasingly popular in India, driven by a greater focus on health and fitness. The organized marathon ecosystem has grown significantly, encouraging more people to take up running as a regular activity. This trend has boosted the demand for high-quality running gear, and Adidas has been at the forefront of meeting this demand with its innovative products.

In addition to sportswear, Adidas’ fashion label, Adidas Originals, has seen significant growth in India. The global sneaker culture, epitomized by the popularity of the Samba series, has quickly gained traction among Indian consumers. The rapid adoption of global fashion trends in India has contributed to the success of Adidas Originals, making it a key growth area for the brand.

Insights from Global Leadership

India’s Market Potential

Adidas’ global leadership views India as a market with immense potential. The country’s growing consumer base, combined with its increasing achievements in international sports competitions, has made it a focal point for Adidas’ strategic investments. The brand’s leadership is excited about the opportunities that India presents, particularly in terms of expanding its consumer base and driving long-term growth.

The Indian market is characterized by a dynamic and aspirational consumer base that is becoming more engaged in sports and fitness. This shift, coupled with India’s economic stability and technological advancements, makes it an attractive market for Adidas. The brand’s strategic initiatives are aimed at tapping into this potential, ensuring sustained growth and success in the region.

Strategic Investments

Adidas’ commitment to the Indian market is evident in its strategic investments. The brand has established a sourcing office in India, with nearly two-thirds of its locally sold products being manufactured within the country. This not only supports local industry but also ensures that Adidas can meet the specific needs of Indian consumers.

Additionally, Adidas has set up a global tech hub in India, employing 1,100 engineers who contribute to the brand’s global innovation efforts. The recent relocation of Adidas’ Global Business Services (GBS) to Chennai further underscores the importance of India in the brand’s global strategy. These investments reflect Adidas’ long-term commitment to the Indian market, highlighting its focus on both revenue generation and talent development.

Addressing Challenges

Tackling the Knock-off Market

The prevalence of counterfeit products is a significant challenge in the Indian market. Adidas has addressed this issue by making authentic fan jerseys more accessible and affordable. By offering these jerseys at a price point of Rs 999, Adidas has reduced the price gap between genuine and fake products. This strategy has encouraged consumers to choose authentic Adidas jerseys, thereby enhancing brand loyalty and reducing the demand for counterfeit goods.

Balancing Revenue and Market Expansion

While offering lower-priced products might seem to risk lowering the average revenue per user, Adidas prioritizes expanding its total addressable market. The brand’s strategy focuses on acquiring new customers and building long-term relationships. By attracting new consumers with affordable entry-level products, Adidas aims to foster brand loyalty, encouraging these customers to eventually purchase higher-priced items from its portfolio.

This approach has proven effective in driving market expansion and increasing overall revenue. The focus on long-term growth rather than immediate profit maximization reflects Adidas’ strategic vision and commitment to the Indian market.

Distribution and Retail Strategies

Reaching Consumers Across India

Adidas has implemented a comprehensive distribution strategy to reach consumers across India. Before the COVID-19 pandemic, the brand relied heavily on physical retail distribution. However, the pandemic accelerated the shift towards digital channels, with more than 40% of Adidas’ business now conducted online. This digital transformation has enabled Adidas to reach approximately 98% of the addressable market, ensuring widespread availability of its products.

In addition to online channels, Adidas has identified key trade zones in major cities and deployed its own retail strategies in these areas. The brand operates over 80 company-owned retail stores in prime locations, setting new benchmarks for customer experience. These stores, along with 360+ franchise stores, leverage local expertise to expand Adidas’ reach into tier-II and tier-III cities, ensuring that consumers across India have access to its products.


Adidas’ partnership with the BCCI and its broader strategies have significantly boosted its presence in India. The brand has successfully introduced a jersey culture, expanded its consumer base, and made strategic investments reflecting its commitment to the Indian market. As Adidas continues to raise the bar, its association with cricket and other sports will likely drive further growth and solidify its position as a leading sportswear brand in India.

Through strategic partnerships, innovative marketing campaigns, and a deep understanding of consumer behaviour, Adidas has positioned itself as a top player in the Indian sportswear market. The brand’s focus on accessibility, quality, and long-term growth ensures that it will continue to thrive in this dynamic and rapidly evolving market. As India’s sporting culture continues to grow, Adidas is well-positioned to capitalize on these opportunities, reinforcing its legacy as a global leader in sportswear.

Also Read: Alia Bhatt: The Face of Cross-Cultural Collaboration with Gucci

Recent Post

From Steel to Strength: Jindal Stainless’ ‘ज़ंग (Corrosion) Warrior’ Campaign

A Revolutionary Ride: EMotorad Launches Limited Edition E-Cycle Inspired by Prabhas ‘Kalki: 2898 AD’

Max Life Insurance Joins Hands with Star Sports: Revolutionizing Cricket Viewing During T20 World Cup 2024

Kartik Aaryan Unveils PVR INOX’s ‘Fresh Dekho. Bada Dekho’ Campaign

Aditya Birla Capital Joins Forces with Indian Olympic Association for Paris Olympics 2024

Bombay Sweet Shop and Prime Video unveil ‘Mirzapur Ki Barfi’, a sweet treat inspired by ‘Mirzapur’ series

Meta’s Collaboration with Urban Company Boosts Local Exposure for Cleaning Services

DAAWAT from LT Foods Celebrates Biryani Day with a Special AI Campaign

Tasva by Aditya Birla: Elevating Team India’s Ceremonial Look for Paris Olympics 2024

CoinSwitch and SonyLIV Team Up for a Goal-Worthy UEFA Euro Cup 2024 Campaign

Palak Tiwari: The New Face of Korean brand Etude in India

Bobby Deol’s Unexpected Turn as ‘Baby Deol’ in ‘The Boys’ Promo Captivates Fans

Outreach: Celebrating 20 Years with a Fresh Look and New Website

Travel and entertainment services are integrated into the Samsung Wallet through a partnership between Samsung and Paytm

Maggi’s New Campaign: Encouraging Families to Create ‘Moments of Togetherness’

How CARS24 is Changing the Game with Fourdoor: Insights from the बे-CAR Campaign

How and Disney+ Hotstar are Transforming the T20 World Cup Experience

June 18 Deadline for Ad Self-Declaration, Announces MIB:ET report

Aditya Birla Group’s ‘JoJodeWohiSamajhdaar’ film uses animation to promote environmental awareness and sustainability.”

YiPPee Toss: A Playful Banter with Jasprit Bumrah and Surya Kumar Yadav

Mirzapur Season 3: Fans Decode Hidden Release Date Hints

Kühl Fans: The New Powerhouse Sponsor for Hotstar OTT’s ‘Caught & Bold’

Rohit Sharma and Ritika Sajdeh: The Power Couple of Swiggy Instamart’s New Campaign

OYO Shatters Stereotypes with Premium Offerings in New Ad

Haier India and Star Sports HD Team Up for ICC Men’s T20 World Cup 2024: A Winning Partnership

Sachin Tendulkar and the Elephant Metaphor: Livpure’s Innovative Approach to Water Purification

Nurture Nature 4.0: HDFC’s Innovative Approach to Environmental Conservation

Royal Stag Hits a Six: Extending its Partnership with ICC for Four Years

Tata Power’s Green Anthem: Inspiring India’s Eco-Friendly Future

Haier Teams Up with Roland-Garros as Official Partner

Advertising Industry Responds to MIB’s Self-Declaration Certificate Requirement

Prega News Teams Up with Kajal Agarwal for Southern Expansion

Fevicol Jugalbandi Campaign: Crafting Unbreakable Bonds with a Musical Twist

KENT is now the official sponsor of the cricket live show on Star Sports Network

Heeramandi: The Diamond Bazaar Returns for Season 2

Kiara Advani Shines Again as the Face of Pond’s Skin Institute

The Cricket Connection: How Adidas Expanded Its Footprint in India

Alia Bhatt: The Face of Cross-Cultural Collaboration with Gucci

Virat Kohli and TIDL: A Winning Partnership to Tackle Pain!

The Power of Storytelling for Luxury Brands

Ranveer Singh and Samantha Ruth Prabhu Join Zomato to Cheer for India in Cricket Fever

Cook Smarter: Usha’s iChef Air Fryer Redefines Healthy Eating

Solve it to See it: Jeetu Bhaiya’s Math Challenge Hints at Kota Factory’s Upcoming Season

Maggi Unveils Edible Forks: A Deliciously Green Twist on Cuppa Noodles!

Dream11 Launches ‘Yeh Sabka Dream Hai’ Campaign in Support of Team India

Pinterest and VTEX Partner to Revolutionize Social Commerce

PayPal Builds Advertising Business, Appoints Mark Grether as Leader

MyGlamm’s New Campaign: Shraddha Kapoor Showcases the Power of the Super 4 Liquid Lipstick Stack

Shah Rukh Khan Teams Up with Muthoot Pappachan Group as Brand Ambassador

Luminous Power Technologies’ New Campaign: Empowering Consumers to Control Power Consumption

Wakefit’s Innovative Ad Campaign: International Creators Speak Hindi

AMFI Partners with Mirum India and WebEngage to Boost Investor Engagement

MyGate partners with ACKO to bring you exclusive, smart insurance solutions at unbeatable prices

Policybazaar’s New Campaign: A Kargil War Hero’s Battle with Mental Health

For the ICC T20 Men’s World Cup, Cinepolis and Star Sports have announced their partnership

Sunfeast’s ‘Har Tiffin Ki Sweet Ending’ Campaign: Shah Rukh Khan Reveals His Tiffin Secret

Clear Premium Water Unveils Captivating New Series Championing Conscious Living

MS Dhoni Teams Up with Citroën After Oreo to Boost India’s World Cup Chances

Denver’s Success Campaign with Mahesh Babu: Redefining Success with Humility

“The Happiest Ice Cream in the World”: Baskin Robbins’ Joyful Campaign

In Rajkummar Rao’s “Srikanth,” brands like Haldiram’s, DBS Bank India, Star Health, and some others are highlighted

Meta Fails Hate Speech Test: Approves Violent Political Ads in India: Report

Paytm releases a new advertisement to highlight its experiences and goods and increase customer engagement

Asian Paints Launches Cricket Scholarship for Young Cricketers

Dixcy Scott’s ‘Oo Antava’ Campaign: Siraj and Shastri Celebrate Authenticity

Mamaearth’s Heartfelt Campaign: Celebrating Maternal Wisdom

Yuvraj Singh Becomes Brand Ambassador for IPL Biologicals

Ravindra Jadeja Becomes Brand Ambassador for Caltex Lubricants

Disney+ Hotstar’s ‘Free for All’ Campaign: Har Match Har Ball Extension

India vs Pakistan: Star Sports Brings Back ‘Mauka-Mauka’ Characters Ahead of T20 World Cup

Policybazaar’s New Ad Campaign: Aiming for a Hassle-Free Car Insurance Experience

Kartik Aaryan Stars in Sony Sports Network’s UEFA EURO 2024 Campaign

To address childhood myopia, Lenskart launches India’s first kids-only shop

Piyush Pandey appears in a new Barbershop Podcast episode from Bombay Shaving Company

The Good Glamm Group partners with Blinkit to deliver Karan Johar’s MyGlamm POUT to customers

Rohit Sharma: The Face of Oakley’s ‘Be Who You Are’ Campaign

Shark Tank India Takes Legal Action Against Startups for Unauthorized Content Use

Supreme Court on Misleading Ads: Equal Liability for Celebrities and Influencers

The Thinnest iPad Pro: Apple’s Innovative Approach and Public Reaction

Prime Video’s ‘Lauki’ Strategy: A Fresh Approach to Marketing Panchayat Season 3

The Force Awakens: Darth Vader’s Journey as Dabur Herb’l Charcoal’s Chief Innovative Officer

Rupali Ganguly: A Versatile Persona and Her Brand Endorsements

Sara Tendulkar and FNP Collaborate for a Special Mother’s Day Surprise

APL Apollo Launches ‘Roof Tuff’ TVC Featuring Akshay Kumar as ‘THE TUFF HERO’

Adidas Unveils India’s T20 World Cup Jersey: “One Jersey. One Nation”

Tesla Initiates Legal Action Against Tesla Power for Trademark Infringement

Lay’s Celebrates Cricket Fever with Limited-Edition MS Dhoni Collector’s Packs

A new campaign starring MS Dhoni is launched by Emcure Pharmaceuticals

GreatWhite Electricals Launches New Campaign with Tiger Shroff & Malavika Mohanan

Amul: The Lead Arm Sponsor for USA Cricket at ICC Men’s T20 World Cup 2024

Sociowash Secures Creative Digital Mandate for inDrive

PokerBaazi’s New Campaign: ‘Tu Poker Khelta Hai Kya?’ with Shahid Kapoor

WhatsApp and Mercedes-AMG Petronas F1 Team: A New Emoji for a New Partnership

“Switzerland”: A New Comprehensive Tourism Brand

Amazon’s Q1 Financial Results: A 24% Jump in Advertising Revenue

P&G Hygiene and Health Care Reports Q3 Results: A 26% Increase in Ad and Sales Promotion Expenses

Tips Industries: A Strong Financial Performance in FY24

Bumble: Revolutionizing Women’s Dating Experience with a New Brand Identity

Gauri Khan and Bisleri: A Sparkling Collaboration for Vedica

Patanjali Ads Case: Supreme Court Expresses Dissatisfaction with Uttarakhand State Licencing Authority

Get in Touch

    By clicking “Submit”, I agree to Privacy Policy and Terms and Condition.