All About Adidas Celebrity Endorsements In India

Adidas leverages celebrity endorsements in India to enhance its brand image and connect with consumers. High-profile figures like Deepika Padukone and Rohit Sharma promote Adidas' commitment to sports and inclusivity. Campaigns such as "Impossible is Nothing" inspire empowerment and resonate with diverse audiences.

Adidas has long been a leader in sportswear, not just for its innovative products but also for its savvy marketing strategies. One of the key ways the brand has connected with consumers around the world, especially in India, is through celebrity endorsements. By partnering with high-profile figures across sports, entertainment, and fashion, celebrities endorsed by Adidas help bring the brand's message to life and make it more relatable to audiences.

From Bollywood stars to cricket icons, Adidas has tapped into the star power of celebrities to elevate its brand image. These partnerships go beyond just selling shoes and apparel—they tell stories of passion, perseverance, and success. The celebrity endorsement of Adidas plays a crucial role in conveying a message of empowerment, especially for athletes and fitness enthusiasts.

Whether it’s Bollywood’s Deepika Padukone promoting women’s fitness or cricket legend Rohit Sharma endorsing their cricket gear, Adidas has consistently used celebrity partnerships to strengthen its position in the competitive sportswear market. Through these endorsements, Adidas is not only able to highlight its products but also resonate with its audience, inspiring them to push boundaries in their own lives.

Table Of Contents

• The Influence of Celebrity Endorsements
• Key Adidas Brand Ambassadors in India
• Iconic Adidas Campaigns Featuring Celebrities
• How Celebrity Endorsements Shape Adidas' Brand Image

The Influence of Celebrity Endorsements

In today’s world, celebrities hold a unique position in the marketing landscape. Their influence goes beyond their talents in sports, music, or film—they have the power to shape trends, influence opinions, and drive consumer behaviour. With millions of followers on social media and the ability to generate massive attention, celebrities are one of the most valuable assets for brands. Celebrity endorsements have become a powerful tool for companies like Adidas to reach wide audiences, build trust, and create emotional connections with consumers.

In India, sports, fashion, and culture are deeply intertwined, and celebrities play a crucial role in this dynamic. Cricket, Bollywood, and fashion are essential to the national identity, and when a celebrity is associated with a brand like Adidas, it not only boosts the product’s appeal but also ties the brand to the lifestyle and aspirations of its fans. The combination of sports and fashion in India, particularly with a growing interest in fitness, creates a fertile ground for Adidas to merge these worlds.

Adidas expertly taps into this synergy by selecting celebrities endorsed by Adidas who align with its brand values. From cricket stars like Rohit Sharma to Bollywood icons like Deepika Padukone, Adidas has skillfully used celebrity endorsement to promote its products while connecting with the Indian audience on a deeper level.

Key Adidas Brand Ambassadors in India

1. Deepika Padukone

Deepika Padukone, renowned for her roles in the Indian film industry and celebrated for her style and advocacy for well-being, has joined Adidas as their newest global brand ambassador. Recognised for her distinctive fashion sense and love for athleisure, Deepika's collaboration with Adidas aligns with her personal affinity for sports and fitness wear. This partnership underlines Adidas' commitment to supporting sportswomen, emphasising the need for greater acknowledgement and encouragement of female athletes globally. Adding her to their powerful roster, which includes names like Mirabai Chanu and Hima Das, marks Adidas' continuous effort to empower women in sports. Sunil Gupta, Senior Director at Adidas India, highlighted Deepika's fit with the brand's mission of fostering positive change, underscoring her role in inspiring women to recognise their potential. Deepika, sharing her journey, credits sports for shaping her personality and underscores her passion for both physical and emotional well-being. Through this collaboration, Adidas and Deepika aim to champion the cause of inclusivity in sports for women, encouraging them to pursue their dreams and break barriers, resonating with the brand’s ethos of “Impossible is Nothing.”

2. Ranveer Singh

Adidas Originals has partnered with Bollywood superstar Ranveer Singh for their Spring/Summer 2023 campaign, titled 'Stan Smith styled with Blue Version'. The campaign aims to inspire the next generation to embrace classic style while challenging traditional fashion and luxury norms. Featuring the iconic Stan Smith footwear paired with the Blue Version clothing line, the campaign celebrates self-expression, subverting luxury fashion with a streetwear mentality. Captured in a retro-inspired Opera House setting, the visuals show Ranveer Singh disrupting the conventional notions of luxury and exclusivity with his dynamic and playful energy. Ranveer Singh echoes the sentiment, expressing his excitement about the campaign that aligns with his fashion philosophy of breaking rules and forging unique, creative paths.

3. Manushi Chhillar

Former Miss World Manushi Chhillar has been signed as a brand ambassador for Adidas, joining the ranks of Indian celebrities such as cricketer Rohit Sharma, actor Ranveer Singh, and sprinter Hima Das. Chhillar, who won Miss World in 2017, will be promoting Adidas's fitness-related initiatives. Specifically, she will support the brand’s app-based fitness challenge that turns workout hours into monetary contributions for frontline workers during the COVID-19 pandemic. This initiative aims to encourage people to stay active during lockdowns by working out at home. 

4. Hima Das

Hima Das, the celebrated Indian sprinter and 2018 Asian Games gold medalist, has joined Adidas as a brand ambassador. This partnership aims to empower women in sports and inspire the younger generation. Hima expressed her excitement about being associated with Adidas, highlighting the brand's commitment to promoting athleticism and empowering female athletes. The collaboration aligns with Adidas' broader initiative to support and celebrate women in sports, showcasing their dedication to gender equity in athletics.

5. Rohit Sharma

Rohit Sharma, a prominent Indian cricketer and captain of the Mumbai Indians IPL team, officially joined forces with sports giant Adidas on November 26. His induction into team Adidas was celebrated by cricket legend Sachin Tendulkar. Fresh off his spectacular Test debut against the West Indies—where he joined the ranks of Mohammad Azharuddin and Sourav Ganguly by scoring centuries in his first two matches, and matched Tendulkar and Virender Sehwag's achievement with a double century in ODIs—Rohit was approached by Adidas. Tushar Goculdas, Brand Director at Adidas India, praised Rohit for his on-field excellence, his inspiring start to his Test career, and his potential to bolster the Adidas cricket gear business. Rohit expressed his excitement about the partnership, recognizing Adidas for their top-quality athlete products and looking forward to his future with the brand.

6. Palak Kohli

Adidas has appointed para-badminton player Palak Kohli and long jump athlete Shaili Singh as their brand ambassadors, aligning with their ‘Impossible is Nothing’ campaign aimed at supporting women in sports. They join a prestigious group of Adidas women athletes, including Mirabai Chanu, Lovlina Borgohain, Hima Das, and Nikhat Zareen. This initiative is part of Adidas’s broader effort to promote gender equity in sports and supports women athletes breaking barriers.

7. Manpreet Singh

In a significant move to consolidate its presence in the Indian market, Adidas, the German sportswear giant, has onboarded Manpreet Singh, the captain of the Indian men's hockey team, as its newest brand ambassador. This partnership is set to position Singh alongside an esteemed group of athletes already associated with Adidas, including names such as Hima Das, Swapna Burman, Rohit Sharma, Kuldeep Yadav, and Rishabh Pant. Sean Van Wyk, Adidas's senior marketing director, emphasized the brand's strategy of engaging and empowering youth in sports throughout India. According to Van Wyk, Manpreet's exceptional journey and influence in hockey not only make him an ideal ambassador for Adidas but also serve as an inspiration for the country's youth to elevate their game.

Iconic Adidas Campaigns Featuring Celebrities

1. Impossible is Nothing

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Adidas has unveiled its latest campaign titled "Impossible is Nothing" which spotlights the inspiring journeys of athletes such as Rohit Sharma, Manpreet Singh, Mirabai Chanu, Simranjeet Kaur, and Lovlina Borgohain. The campaign is a tribute to athletes who serve a greater purpose, by focusing on the emotional power of witnessing the realm of possibilities through their stories.

A notable feature of this campaign is its emphasis on sustainability, brought to life through Rohit Sharma's personally customized spikes. These shoes visually represent causes important to Sharma: 'Save The Rhinos, Save The Corals, and Plastic Free Oceans'. Adidas collaborated with designer Aaquib Wani to create these spikes, which Sharma wore at an international sports event. The initiative aims to engage audiences with the importance of sustainability and environmental preservation in a unique manner.

Sunil Gupta, Senior Director, Brand Adidas, India, stated that through the stories of renowned athletes, the campaign seeks to embody the 'Impossible is Nothing' philosophy, motivating consumers and communities to recognize and achieve their potential. With a 'rebellious optimism', Adidas is committed to catalyzing action towards a better future, emphasizing their role in fostering discussions on sustainability alongside partners like Sharma.

2. You Got This

 

 

 

 

 

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Adidas has unveiled its latest campaign, "You Got This," aimed at supporting athletes as they prepare for the Paris Olympics 2024. This global campaign features nine brief, 15-second films that highlight the resilience of athletes facing the immense pressures of competition. By promoting a "backyard mindset," the campaign encourages athletes to shift their focus away from external pressures and find joy in their sports.

Set to the iconic track "Under Pressure" by Queen and David Bowie, the campaign films provide a glimpse into the mental journeys of Olympic and Paralympic hopefuls, including Nikhat Zareen, Lovlina Borgohain, Saikhom Mirabai Charu, Manika Batra, Tajinderpal Singh Toor, Jyothi Yarraji, Sumit Antil, Palak Kohli, and Nishad Kumar. Adidas's message, "You Got This," aims to bolster the confidence and motivation of these athletes as they step onto one of the world's biggest stages.

Neelendra Singh, GM of Adidas India, shared his thoughts on the initiative: "We recognize the intense pressure our athletes face just before competing on a global platform. They’re not just representing themselves, but India, in a highly anticipated event watched by millions around the world. Our commitment to their journey and growth is unwavering. 'You Got This' is more than a message; it's our way of empowering them to overcome pressure, focusing on the joy and love for their sport."

3. 3 Ka Dream

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Adidas has unveiled the "3 Ka Dream" campaign, celebrating Team India's quest for their third ODI World Cup victory. This initiative aims to unify over a billion Indian cricket fans, fueling their collective dream of watching their team win the title again. The campaign features a constellation of Indian cricket stars, including Rohit Sharma, Virat Kohli, Hardik Pandya, Shubman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj, and Kuldeep Yadav. It is highlighted by an original song performed by the famous Indian rapper Raftaar, with emotionally charged lyrics that resonate with the aspirations of cricket fans nationwide.

"3 Ka Dream" acts as a catalyst, sparking a widespread belief in the possibility of clinching the third ODI World Cup victory. It reflects Adidas' belief in the power of passion and the motto "Impossible Is Nothing." Sunil Gupta, senior director at Adidas India, emphasized cricket's significance to Indians and the heightened anticipation with the World Cup taking place in India. The campaign, crafted by Creativeland Asia, employs digital, print, radio, and on-ground retail activations, spreading its inspirational message across various platforms. The anthem is also accessible on major audio platforms, further amplifying its reach and impact.

4. New Indian Cricket Team Jerseys

Adidas has unveiled the new jerseys of the Indian Cricket team through a comprehensive 360-marketing campaign spanning digital, social, print, and OOH (Out of Home) platforms. This reveal aligns with Adidas' role as the official kit sponsor of the team. The launch features a short film starring prominent figures such as Rohit Sharma, Harmanpreet Kaur, Virat Kohli, and others, exploring the emotional connection and pride associated with the team jersey.

The jerseys, representing all three formats of the game—ODI, T20, and Test matches—will be first worn during the World Test Championship Final. These jerseys, showcasing the Indian cricket heritage, have been designed with a focus on sustainability, and crafted from 100% recycled materials.

Adidas underscores its partnership with the BCCI (Board of Control for Cricket in India) through this initiative, aiming to enhance the jersey culture within India. The new ODI jerseys are inspired by the tiger, India's national animal, featuring traditional ikat patterns to embody the tiger's stripes. The innovative design not only respects Indian craftsmanship but also integrates Adidas' HEAT.RDY technology, ensures players remain cool under pressure.

The jerseys are available for fans at different price points, ensuring accessibility for a wide audience. This campaign reflects Adidas' commitment to innovation, sustainability, and fostering a deeper connection with cricket fans in India.

How Celebrity Endorsements Shape Adidas' Brand Image

1. Fusion of Fashion, Fitness, and Athleticism

Adidas seamlessly blends fashion, fitness, and athleticism, thanks to its celebrity endorsements. Celebrities like Deepika Padukone and Ranveer Singh help convey Adidas' image as a brand that supports both active lifestyles and contemporary fashion. This fusion ensures that the brand is not just for athletes but for anyone passionate about a healthy, stylish life.

2. Making Adidas Relatable to Local Consumers

Indian celebrities, like cricketer Rohit Sharma and Bollywood icon Ranveer Singh, have played a vital role in making Adidas more relatable to local consumers. Their influence in India's popular sports and entertainment spheres ensures that the brand is accessible, aspirational, and culturally relevant. Adidas partners with figures who reflect India's diverse interests, strengthening its connection with local audiences.

3. Boosting Sales and Customer Loyalty

Celebrity endorsements have a direct impact on Adidas’ sales in India. The association with trusted and admired figures leads to increased consumer confidence in the products. Celebrities' influence on social media also helps in driving conversations around Adidas, resulting in heightened visibility. This, in turn, cultivates customer loyalty, as fans of these celebrities often gravitate toward the products they promote.

4. Strengthening Social Media Presence

Celebrities amplify Adidas' social media presence through their vast follower bases. With millions of fans across various platforms, figures like Virat Kohli and Hima Das help Adidas reach new audiences and engage with existing ones. Through hashtag campaigns, personal endorsements, and lifestyle posts, they keep the brand top-of-mind for consumers.