NEW DELHI: Adidas India Marketing Pvt. Ltd. has announced its tie-up with the Premiere Hockey League (PHL), the brainchild of the Indian Hockey Federation, ESPN STAR Sports and Leisure Sports Management.
As part of this multi-year tie -up, adidas will be the "Official Kit Sponsor" for PHL and provide merchandise to all ten participating teams. The merchandise will include the entire playing, training and travel kit comprising official playing jerseys and shorts, training gear, kit bags, track-suits, stockings, wrist bands, travel trousers, shirts, bandannas and caps.
Adidas will also provide kits to the match officials and all administrative staff of the Premiere Hockey League. Adidas will also be the "Official Licensed Product" for all teams and will retail the entire range exclusively through its stores.
Indian hockey fans can buy T-shirts, jerseys and other merchandise of their favourite teams like Sher-e-Jallandhar, Hyderabad Sultans, Chennai Veerans and Bangalore Hi-Fliers from Adidas exclusive stores around the country.
An official statement from Adidas quoted company MD Andreas Gellner as saying, "It is our dream to bring our passion for sport, to anyone who comes in contact with Adidas. Every athlete deserves an advantage and we will always work at helping him or her go faster, land softer, be lighter or just feel more comfortable. Adidas' emphasis has always been to promote sport at the grass root level and our association with the Premiere Hockey League is a step in that direction."
Adidas has used its latest global technology for producing the uniforms for this premiere league. The players' uniforms have been made using Adidas patented technology CLIMALITE®, a light, breathable fabric worn close to the skin. The fabric helps in keeping heat and sweat away from the body thus keeping an athlete cool and dry in even the warmest conditions.
Adidas India Marketing Pvt. Ltd. is a joint venture company of Adidas India Pvt. Ltd., the Indian subsidiary of Adidas Salomon AG and Magnum International Trading Co. Ltd. Adidas Salomon AG is an international sports company with net sales of EURO 6.2 billion in 2003. Adidas products are marketed in more than 160 countries. In India, Adidas products are available in all the leading cities.