MELBOURNE: Worldwide sporting goods company Adidas has chosen The Australian Open as the launch site for the global roll out of its new sports apparel line. The Germany-headquartered retail brand will use the Australian grand slam event to launch its new apparel and accessories collection named after glamorous tennis ace Sania Mirza.
While the brand has previously unveiled apparel lines named after other sporting celebrities - most notably soccer star David Beckham - it is understood this is the first time it has rolled out a dedicated merchandise line after a tennis star.
Targeted at consumers aged between 15 and 27 years, the Sania Mirza collection will include apparel, headgear, accessories, bags and sporting gear. The lifestyle portfolio of the collection will be launched in September while the sportsgear component will be launched in January to coincide with the Aussie event.
Adidas India marketing managing director Andreas Gellner said the design of the range reflected the tennis star's personality, which he described as "flamboyant yet stylish".
The brand was also considering adding a shoe line to the collection at a later date, he said.