Performax to expand footprint to 20k stores by 2025
Reliance Retail Ltd is set to broaden distribution of its sportswear brand, Performax, by reaching out to small retail shops, departmental stores, and stand-alone outlets, and increase its network to 20,000-plus outlets, said a senior company executive. It also seeks to grow its business fivefold within two years, positioning itself as a competitor to Puma and Reebok, said Akhilesh Prasad, the president and chief executive officer of Reliance Retail–Fashion and Lifestyle, in an interview.
“All I will say now is that by 2025 Performax will be growing at least five times." Performax, the value sportswear brand of Reliance Retail, is primarily available through the Reliance Trends stores. Performax has signed a multi-year agreement with the All India Football Federation, the governing body, as the official kit and merchandise sponsor for Indian men, women as well as youth football teams, having exclusive right to produce kits for all formats of the game.
The brand also has the privilege to sell these products in the open market as AIFF’s merchandise sponsor. Blue Tigers, India’s national football team, will inaugurate the new kit at the 49th King’s Cup tournament in Thailand on 7-10 September.
Reliance already has significant presence in India’s sports landscape, with ownership of IPL franchise Mumbai Indians and a stake in ISL, India’s football league. Besides, its sports marketing arm RISE Worldwide, manages top cricketers, including Team India Captain Rohit Sharma, Hardik Pandya, Jasprit Bumrah, Suryakumar Yadav, Shreyas Iyer, Ishan Kishan and Krunal Pandya.
“Now, we have chosen football as it will have the widest impact," said Prasad. However he declined to share financials of the brands association with the football
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