Reebok launches Force India Fomula One team's official apparel and footwear collection

Company Brief

New Delhi, February 25, 2009

Force India - India’s only Formula One Team - is all set to speed its way into the fast-paced lives of more and more Indians by partnering with premier sports and lifestyle products giant Reebok as its official apparel and footwear merchandising partner for the next 5 years. After inking the association in 2008, the partnership between Force India F1 team and Reebok has rolled out with the 2009 Force India Team wear collection.

Reebok being a well established brand is now looking at consolidating itself further, by having long-term associations with new thrilling sports that appeal to the youth. Reebok is especially keen on promoting sports like Formula One, which courtesy Force India, is gaining momentum all over. Force India’s association with Reebok is quite significant as they both have an instant connect with the Indian youth.

Commenting on the partnership of the two high-profile brands, Mr. Sajid Shamim, Director, Marketing and Product, Reebok India said, “It is our pleasure to be associated with Force India. We see it as a pioneering effort in the field of Motor sports apparel and help the youth of India to reflect their spirit and their zest for life and fashion. Reebok has always been committed to the ideology of sports. Our association with Force India is just an extension of our belief in taking initiatives, instilling power, the potential and the passion behind the initiative and not just the success of it".

Force India will find itself pulsating into the heartbeats of every Indian, with Reebok coming out with an exclusive range of Force India apparel. Reebok will be producing the entire apparel-line required in Formula One to suit the needs of the race team and fans. Reebok will be specially creating different types of gear like race gear, travel gear, set-up wear and crew wear for the Force India Team's championship racing requirements. The sports giant will also have a range of shoes and apparel for Force India fans to don. In the first phase ,The apparel range will be available in select stores in major cities all over the country. The full range will progressively be introduced in other markets as well.

Other than designing the official clothing for Force India, Reebok will also create an entire apparel line-up including shoes, socks, t-shirts, shorts etc, for Force India fans. What will especially catch the fervor of the country will be the one of-its-kind “Force India Formula One Team Shoes” by Reebok - shoes that capture the essence of Formula One racing and Force India .

The Force India-Reebok merchandise derives its inspiration from the logo of Force India that represents dynamism and energy in sync with characteristics of the sport. Different hues of saffron and green will be used to keep the collection fashionable and trendy. In all, the Reebok Force India collection will represent the passion for the sport and for the country in a manner that is youthful and contemporary.

Charged by the positive anticipation surrounding Force India’s potential of becoming India's next youth icon and their partnership with Reebok, Mr.Vikram Malhotra, Head - Marketing, Force India Formula One Team said, “Force India is fast capturing the imagination of our nation-especially the youth and young-at-heart. It is our continued effort to take the Force India team and its appeal to millions of Indian fans-in-waiting. World over, there is high demand for sports merchandise and it is the most popular way in which fans connect with their teams and sporting icons. In line with our strategy around the same, we are very pleased to partner with a strong brand like Reebok and look forward to leveraging its unparalleled consumer and category know-how as well as Reebok's unmatched distribution power. We're excited to launch an exclusive line of apparel and accessories for Force India fans to wear and cheer their team. The India Inspired line reinforces that sense of pride in every Indian as they cheer India’s only Formula One Team ”.

Force India F1 team decided to partner with Reebok as it offers a unique understanding of the Indian sports market, a best-in-class brand and an unparalleled distribution network. Not only is Force India a high performance sport, but it also has glamour and lifestyle associated with it, and Reebok with its exclusive designs and superior quality adds to the ubiquitous glamour and lifestyle quotient of Force India along with a strong national flavor. Reebok enjoys an impeccable reputation as an iconic youth brand as it has a great understanding of the young Indian and also the largest distribution network in India to their credit.

With the upcoming race season, the youth are already excited to cheer for Force India, which is India’s only official entry to the grid, sporting the apparel bearing the Force India logo. It will be a matter of distinct pride for Reebok to be able to feed the appetite of the youth who want to demonstrate their zest for the Force India team.

For further information, please contact:

ActiMedia Pvt. Ltd.

Adrian D’Souza

Mobile: 9820549345

Email: adrian@actimediaindia.com