Brand
merchandising is at an all-time high, thanks to the country's first
ever Formula One race. Shirts, jackets and even pillow covers inspired
by F1 are selling like hot cakes, especially among youth. “Since the
launch of the latest F1 collection, we have received a positive response
from our consumers and we are already seeing a growth in sales. In
fact, the collection is already one of the bestsellers at our online
shop, www.shop4reebok.com,” said Sajid Shamim, brand director Reebok India.
Sports merchandising is not a new concept in India. Brands have tapped the market big time by associating with cricketand fans love to imitate their favourite stars in terms of clothes, shoes and other products. In fact, lately, youngsters have been buying up football merchandise as well. However, this is F1's debut in the country and Reebok India, Puma and Party Hunterz and Inkfruit.com are happy with the encouraging response to their associated products.
To tap the F1 craze — brands are offering a variety of things from shirts, jackets, caps, trousers to household products like sofa covers and pillows. The Indian F1, called Airtel Grand Prix, is being held from October 28 to 30 at the Buddh International Circuit. Being an official sportswear partner for Force India, Reebok has dedicated a collection of apparel and accessories inspired by the Force India F1 team.
Shamim admits that F1 has always been a niche sport in the country, but he feels it is fast catching up among youth and, therefore, they plan to cash in on the trend by launching something different in March. “Yes, we have a dedicated Force India collection and we will be coming out with a new collection next season. The collection will, of course, express the F1 spirit through new and interesting designs and the collection will reach the markets by March 2012,” he added.
Another sports major Puma, an official licensing partner for Ferrari and the supplier of team and race wear for Scuderia Ferrari, too has come up with a line of apparel, footwear and accessories.
“We are the official licensees for Ferrari and the Ferrari range is one of our most aspirational and best moving lines. We have seen a lot of interest from consumers because it allows them to own a little bit of the Indian F1 action and support the biggest motor-sporting event that our country has seen till date,” Rajiv Mehta, MD, PUMA India, said. Sports merchandise is going through an exciting phase and Mehta says, “Next year, you will see a range of Mercedes GP merchandise available at our stores.” Thanks to the metro-sexual look, accessories have become an important part of youngsters’ wardrobe. Party Hunterz, a onestop shop for party accessories, has launched a variety of products — chequered flags, wigs, drinking helmets and air horns.
Sports merchandising is not a new concept in India. Brands have tapped the market big time by associating with cricketand fans love to imitate their favourite stars in terms of clothes, shoes and other products. In fact, lately, youngsters have been buying up football merchandise as well. However, this is F1's debut in the country and Reebok India, Puma and Party Hunterz and Inkfruit.com are happy with the encouraging response to their associated products.
To tap the F1 craze — brands are offering a variety of things from shirts, jackets, caps, trousers to household products like sofa covers and pillows. The Indian F1, called Airtel Grand Prix, is being held from October 28 to 30 at the Buddh International Circuit. Being an official sportswear partner for Force India, Reebok has dedicated a collection of apparel and accessories inspired by the Force India F1 team.
Shamim admits that F1 has always been a niche sport in the country, but he feels it is fast catching up among youth and, therefore, they plan to cash in on the trend by launching something different in March. “Yes, we have a dedicated Force India collection and we will be coming out with a new collection next season. The collection will, of course, express the F1 spirit through new and interesting designs and the collection will reach the markets by March 2012,” he added.
Another sports major Puma, an official licensing partner for Ferrari and the supplier of team and race wear for Scuderia Ferrari, too has come up with a line of apparel, footwear and accessories.
“We are the official licensees for Ferrari and the Ferrari range is one of our most aspirational and best moving lines. We have seen a lot of interest from consumers because it allows them to own a little bit of the Indian F1 action and support the biggest motor-sporting event that our country has seen till date,” Rajiv Mehta, MD, PUMA India, said. Sports merchandise is going through an exciting phase and Mehta says, “Next year, you will see a range of Mercedes GP merchandise available at our stores.” Thanks to the metro-sexual look, accessories have become an important part of youngsters’ wardrobe. Party Hunterz, a onestop shop for party accessories, has launched a variety of products — chequered flags, wigs, drinking helmets and air horns.
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