Adidas celebrates Europhoria in India

NEW DELHI: Sports goods major Adidas is betting big on the ongoing Euro 2008 with a number of initiatives planned to celebrate the football tournament in India with on-line, on-ground, outdoor and on-air activities.

The firm has also launched an exclusive collection of apparel, footwear and accessories for football enthusiasts who can cheer for their favourite team by sporting the official range.

The sporty and stylish new EURO range comprises apparel, shoes, caps, scarves, bags, soccer balls and other accessories in an array of colours inspired by the various countries participating in the tournament, a company statement said Thursday.

The collection also features the insignias and flags of participating countries and will be available across all 350 exclusive Adidas stores in 119 Indian cities.

Adidas has also associated with MTV for a unique initiative called Finger Football that will be organised at select Adidas stores nationwide and will be telecast on the channel.

"As part of the Finger Football tournament, fans will get to play soccer on a miniature field using their fingers as legs. MTV VJ's will play this fun game with fans and give away special prizes from Adidas' Euro range," the statement said.

In terms of advertising, the company has launched the "Together as one" campaign in India with outdoor, online and in-store executions. The campaign showcases football stars like Germany's Michael Ballack, Spain's David Villa and France's Patrick Vieira alongside fans who share their passion for the game.

Speaking about the campaign, Adidas India Managing Director Andreas Gellner said: "Football is extremely popular with our consumers in India and after the IPL season, sports enthusiasts have a perfect summer with Euro 2008.

"We are very excited about the launch of the official licensed range for Euro 2008 that is available across all Adidas stores nationwide," he added.

"Football fans in India can now feel like a part of their favourite team, by donning the same gear as their sporting heroes while cheering them," Gellner said.

In addition to the direct promotional activities for Euro 2008, Adidas, in its constant endeavour to promote football at the grassroot level, recently organised a football coaching clinic for children in Kolkata with Bayern Munich during the team's visit for goalkeeper Oliver Kahn's farewell match.

The company has also extended its annual Youth Football League to Bangalore this year after its successful completion in Goa in 2007.

"This football league is yet another initiative to promote football at grassroot level in India," the company statement said.