Adidas ropes in Deepika Padukone as a global brand ambassador

The move comes as adidas bulids a stronger brand salienceamong female shoppers, the local arm of the German Sportswear major said . Padukone joins an already dense line up of female brand ambassadors associated with Adidas in India , including weightlifting heavyweight Mirabai Chanu , boxers Lovlina Borgohain, Nikhat Zareen and Simranjeeet Kaur, sprinter Hima Das , and squash player Dipika Pallikal

Sportswear retailer Adidas has announced its partnership with bollywood actress Deepika Padukone who will endorse Adidas women globally . The move comes as as it builds a stronger brand salience among female shopper , the local arm of the German sportswear major said on Thursday

With Deepika joinning Adidas’s powerul roster of women athletes and partners around the globe. Adidas strenghthens its focus on democratizing and diversifying sport for women through inspiring personalities , its said in the statement annnouncing the association . The trend is likely to persist as consumers continue to invest in athleisure clothing.

Deepika Padukone daughter of badminton player Prakash Padukone , has also played the sports at a national level .”As a global youth icon and someone who champions mental well-being and personal betterment . Deepika fits in beautifully with the brands’s ambition of creating positive change through sports and movement. We are thrilled to have Deepika joins the Adidas family and togethrt we hope to inspire more women to see and realize thier possibilities ” said Sunil Gupta , senior director,brand Adidas, India.

The announcement comes as Adidas unveiled its first flagship store in India in the capital offering digital touchpoints. The flagship store has been curated in a manner where products and the shopping experience has been curated to encourage movement and support them in their sport and fitness journey, the company said last month

Women shoppers are a key for Adidas , it sais during its store launch. The store will stock the brands’s Original design and sell collections from its global collaborations including YEEZY, Adidas bt Stela McCartney, Y-3 and IVY PARK. “Today, both fitness, physical and emotional are an integral part of my lifestyle . I am absolutely honoured and delighted to be patnering with one of the world’s most iconic brands , Adidas ” Deepika said

Deepika has been ranking in brand contracts . Recently denim retailer Levis announced Deepika as its global ambassador