Manu Bhaker to help Reebok capture India’s expanding performance wear segment
https://www.dfupublications.com/index.php/component/search/?searchword=Reebok&searchphrase=all&Itemid=21623 February 2026, Mumbai
Making a calculated move to dominate the growing premium athletic apparel sector, Reebok has roped in double Olympic medalist Manu Bhaker as its brand ambassador for the Indian market, This partnership arrives as the Indian sportswear industry is projected to reach $8 billion by 2026, growing at a compound annual rate of 16 per cent. By aligning with Bhaker - the first Indian woman to win two medals at a single Olympic Games - Reebok intends to bridge the gap between niche performance sports and mainstream lifestyle fashion.
Performance synergy and market positioning
The collaboration centers on the ‘I Am the New’ campaign, which targets a demographic increasingly invested in high-performance functional gear. Retail data indicates, women’s fitness apparel now accounts for 35 per cent of total sportswear sales in Tier 1 Indian cities, up from 22 per cent in 2021. Manoj Juneja, CEO, Reebok India, emphasizes, Bhaker’s relentless pursuit of excellence mirrors the brand’s technical evolution. This endorsement is expected to bolster Reebok's presence in the competitive performance footwear category, where it faces intensifying pressure from regional and global incumbents.
Strategic expansion and retail reach
To capitalize on this high-profile signing, Reebok is accelerating its physical footprint, aiming to open 50 new concept stores across India by the end of the fiscal year. The strategy focuses on ‘experience-led’ retail environments that highlight specialized training and running collections. Industry analysts note that leveraging a home-grown Olympic icon provides Reebok a distinct cultural advantage over competitors relying solely on cricket-centric marketing. This shift is critical as the brand seeks to recapture its historical market share in the Indian subcontinent through a localized, athlete-first narrative.
A global leader in athletic footwear and apparel, Reebok operates in India through a strategic licensing agreement with Aditya Birla Fashion and Retail (ABFRL). The brand focuses on the premium fitness and lifestyle categories, targeting urban professionals and professional athletes. With plans to deepen penetration in Tier II markets, Reebok is currently experiencing a double-digit revenue uptick. Founded in 1958 and later becoming a fitness icon in the 1980s, the brand now prioritizes high-margin technical gear and sustainable manufacturing.
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