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Reebok
eyes larger canvas for PlayDry apparel
E-Tex
Staff - Mumbai
After
focusing on the sports segment for its PlayDry range of sports apparel,
Reebok India is now going for a larger canvas. Reebok India director
(sales and marketing) Mr Subhinder Singh said, “PlayDry technology
helps maintain the body temperature and hence keeps the foot and
body cool. PlayDry apparel is structurally engineered to let body
heat push perspiration through to the garment surface for rapid
evaporation.”
As
part of its marketing strategy, Mr Singh said the company is planning
to market its PlayDry sports apparel through 98 exclusive ‘Reebok’
stores and 200 retail outlets across the country. “However,
we will be marketing PlayDry shoes only through our exclusive outlets
and not through retail outlets. This is because at present, Reebok’s
PlayDry apparels are priced at Rs 599, whereas the shoes are priced
highly at Rs 4,500,” he added. The company is also planning
to conduct below-the-line activities in the form of grassroot promotion
called ‘Otto Peltzer’ running race whereby Indian athletes
will wear PlayDry sports apparel and run outside the National Stadium
in Delhi on Sunday morning next week, Mr Singh said. “We are
also planning to launch a new consumer promotion called ‘Click
for Kicks’ at the retail end soon. As part of the promotion,
on the purchase of Reebok’s PlayDry apparel, customers get
a chance to wear any of the National Football League (NFL) five
team replica apparel called ‘Broncos’, ‘Patriots’,
‘Newyork Giants’, ‘Speelers’ and ‘Raiders’.
Thereafter their photograph is clicked and sent to Indiatimes.com
site,” he said. This is part of the company’s strategy
to promote NFL apparel. According to Mr Singh, with the move, the
company hopes to garner sales growth of 40 per cent within a year.
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