Tuesday, 21 November 2017

How Nike Lost to Adidas in the Old Sneaker Game

Phil Knight’s landmark running shoe, the Cortez, just couldn’t keep pace.
In 1967, the company that would become the world famous shoe brand Nike needed an identity for its new, state-of-the-art running shoe.

Co-founders Phil Knight and Bill Bowerman settled on “Aztec,” according to Knight’s autobiography. But industry giant Adidas had a track spike called “Azteca Gold” and was allegedly threatening to sue.

Chewing over their choices, the Oregon entrepreneurs fired the first volley of a decades-long rivalry with the German shoemaker. Knight explained how their displeasure with Adidas led to the eventual selection. “Who was that guy who kicked the (crap) out of the Aztecs?” Bowerman asked Knight. “Cortez,” he responded. “Okay,” Bowerman said, “let’s call it the Cortez.”

In the 50 years since that fateful (if impolitic) branding decision, Nike became both commercial behemoth and cultural phenomenon, catering to the feet of athletes and couch potatoes alike.

But by last year, the tide of the long battle had turned. Adidas AG was once again ascendant via two sneakers originally designed in the 1960s: the Stan Smith and the Superstar. They outsold every other kick in America and sent Adidas’s share of the U.S. footwear market skyward by 83 percent—with much of those gains swiped from Nike.

Beaverton, Oregon-based Nike Inc. was losing ground for the first time in decades. Future orders fell 4 percent in three months ended February, from both retail partners and the company’s own stores. Every geographic region, save emerging markets, posted a major drop in business.

Nike really needed a winner—a surefire hit that would once again fill sidewalks and stadiums with Swooshes, from the runways of SoHo to the pressure-sensing track that Knight bought for the University of Oregon. In September of last year, Chief Executive Officer Mark Parker started laying the groundwork. He told analysts and investors that, like Adidas, Nike would look to past successes to win today’s market. The Cortez, he announced, would be making a comeback.

The reboot was big, even by Nike standards. In May, the company enlisted supermodel Bella Hadid for an elaborate photo shoot. First she reclined across the bench seat of a massive, Jimmy Carter-era car, the sneakers brilliant against the brown velour. Next she sat on a metallic-gold BMX bike, her shoes stuffed with white-cotton dad socks. Then she squatted down with a tiny skateboard, wearing a sports-bra and high-waisted, flared jeans, a nod to a decades-old shot of 1970s favorite Farrah Fawcett.

Sneakerhead blogs and fashion magazines ran the photos as a story unto themselves.
A few months later, Nike expanded the Cortez campaign, hiring Kendrick Lamar to be its pitchman, a partnership the musician blasted on social media with a plug for the old/new shoe.

Meanwhile, the company whipped its designers and factories up to speed, cranking out a steady stream of special Cortez editions to complement the classic iteration, with its red swoosh and blue stripe—what sneaker fanatics call “the Forest Gumps.” In May, there was the “Compton” colorway, flicking at the shoe’s popularity in Los Angeles street culture, and the “Kenny Moore” collection, a reference to an Oregon track star. In June, the company dropped a pair featuring its popular Flyknit upper material. In July, there was another collection, this time a collaboration with Mister Cartoon, a designer best known for celebrity tattoos and graffiti. Nike even stamped out a China edition, honoring the country’s first world champion in track.

Nike was in for a rude awakening. Despite all the effort, customers just didn’t seem to care.
Matt Powell, a sneaker analyst at NPD Group Inc., said Cortez sales this year have been “very minor,” even with the media blitz. “No retailer is talking to me about this shoe,” he said. Adding insult to injury is the cost of all this “demand creation,” eating up 10 percent of revenue. Hadid, Lamar and those excellent photographers don’t come cheap.

There are still plenty of Cortez kicks—both standard and esoteric—filling the shelves at Stadium Goods, which has two sneaker stores in lower Manhattan. “Some of the marketing push has definitely resonated,” said owner John McPheters. “Though it hasn’t turned it into a high-volume shoe for us.”

Nike declined to comment on the shoe’s fortunes or provide any sense of how much money it has spent on its Cortez campaign.

Of more concern than a dearth of sales, though, is the reboot’s poor showing on social media (Kendrick Lamar notwithstanding). Among 200 people whom analytics firm Traackr Inc. deems “influencers” in the sneaker market, the Cortez garnered a respectable volume of mentions this year, though not as many as the Air Max 97, its sibling sneaker. Of course, mentions are often purchased, particularly when “influencers” are involved. What’s more telling is engagement—the wider circle of dialogue that captures “likes,” reposts and comments. And this is where Adidas still shines with its Superstar shoe.

And that’s not the only good news for the German brand. In the middle of the Cortez rollout, Adidas overtook the Nike Jordan brand as the No. 2 sneaker name in America. Andrew Raisman saw the buzz first-hand as he launched Copdate, an app that helps consumers reserve highly anticipated, limited-release shoes (rather than wait in line outside a store). Raisman said Adidas has been masterful in making its retro models relevant and stoking demand with so-called super-consumers, including fashion models and sneaker geeks. The main Nike brand is still No. 1, but that isn’t as much of a given as it once was.

“They’re the pretty girl of the dance today,” Raisman said of Adidas. “That’s one of the things that makes the Cortez release less white-hot than it could be. Five years ago, it would have been a different story.”

The failure of the Cortez to gain traction is doubly surprising because, after all, reintroducing an old shoe is a pretty low-risk strategy. The economics are attractive since demand has been proven and the cost structure is slim. The research and development process for a decades-old shoe such as Cortez is essentially an intern who said: “What if we made them in velvet?” (They did.)

Plus, the value on such old-school wheels lies in that history. The Cortez experiment is akin to Ferrari cranking out new versions of its 1962 racecars, since the shoe was the company’s premier product when Nike became Nike. “It really was the shoe that started it all,” said Jordan Geller, founder of the Shoezeum, dubbed the world’s greatest sneaker museum. At one time, Geller’s collection had 30 pairs of the Cortez, the dearest of which cost him $300. When he moved the Shoezeum to Las Vegas, he settled on a building next to the El Cortez hotel. “I considered it a good sign,” he said.

Financially, Nike said it’s still on track for $50 billion in sales, and it still has some of the hottest shoes on the market; this year, that includes the Roshe and the aforementioned Air Max 97. What’s worrisome is how little attention consumers appeared to have paid to its marketing.

In today’s media landscape, it’s tougher than it used to be to win on big, slick set pieces that blanket the landscape—the type of campaign that built Nike through Michael Jordan’s career. Now companies have to score in the run of play—having the right people in the right places making a series of small, skillful decisions on social media and in stores.

In rebooting the Stan Smith line, Adidas crafted a campaign that was more shaggy than slick. First, it quietly pulled them from the market. Then it shipped customized pairs to select celebrities as it prepared to ramp up production. The subtle approach helped accelerate “normcore” momentum the sneakers already had on the fashion circuit.

In the end, the Stan Smith caught fire because a famous designer casually wore a pair out on a Paris catwalk, no fancy photo shoot required. McPheters, at Stadium Goods, said the Air Max 97 reboot has been a hit in part because it was less hyped. “It’s not something they’ve been milking for years,” he said. 

Nike, for its part, posted a further 3 percent drop in North American sales in September and said it would stop reporting future orders. A little more than a year after his initial announcement, CEO Parker is no longer talking about the Cortez. He didn’t mention it during the company’s annual conclave with Wall Street analysts in October, though he called out several other models. In fact, the company only referenced “classic” styles twice that day, while it trumpeted “innovation” 96 times.

The future of Nike, Parker said, is in 3D modeling, an accelerated system for designing new sneakers and being a company geared to “better serve the consumer personally, at scale.” In short, the company will increasingly react to its customer, rather than hope the opposite holds true. Its experience with the Cortez reboot—however inexpensive, given the company’s size—shows this to be a reasonable strategic pivot.

Still, Nike hasn’t given up on the old shoe entirely. The company is working on a new version of the Cortez with Lamar. The sneaker blogs are abuzz.

Monday, 20 November 2017


FRANKFURT - Adidas, a long-standing sponsor of Fifa, “would have a problem” with the global soccer body if it was found to have broken the law by a US investigation into bribery, the company’s chief executive told a German paper.

“We expect from our partners that they abide by the laws. If a partner is convicted we have a problem with that. We then have to solve that,” Kasper Rorsted told Bild am Sonntag, without elaborating.

Along with companies including Coca-Cola, Gazprom and Visa, Adidas is one of Fifa’s top partners that contribute every four years to support the World Cup. Adidas’s current contract with Fifa runs until 2030.

Zurich-based Fifa has been trying to overhaul its operations in the wake of the worst crisis in its history, sparked in 2015 by the indictment in the United States of several dozen soccer officials on corruption-related charges.

Fifa president Gianni Infantino was elected in February 2016 to rebuild Fifa after it became embroiled in the scandal.

A prosecution witness last week testified that Mexico’s Grupo Televisa and Brazil’s Globo took part in a $15 million bribe to a Fifa executive to secure media rights to the 2026 and 2030 World Cup tournaments.

Sunday, 19 November 2017

Young artists go green at FDDI's contest

With an aim to reveal the creative potential of young students, Footwear Design and Development Institute (FDDI), on Friday organised an Inter School T-shirt Painting Competition at its Noida Campus. As the entire world is reeling under pollution, FDDI kept the theme of the competition 'Go Green' to encourage young participants pull their heart and soul in painting. More than 250 students from 17 schools participated in the competition. Young artists enthusiastically weaved their imagination with the strokes of brush.

Paintings were judged by faculty members of FDDI and anchor Vibhuti Pathania managed the event. Aditya Mittal from Khaitan Public School bagged the first position, Anushka Datta from Mayoor School and Harman Kaur from Guruharkishan School secured second and third position respectively. Adarsh Kumar Executive Director, FDDI gave away the prizes and motivated the students. FDDI is a premier academic and training institution dedicated to the development and growth of the footwear, leather products, retail and fashion merchandise and fashion design sectors.

The institute plays a key role in imparting education, facilitating the Indian industry by bridging the skill gap in the areas of footwear, leather accessory and life style products, and because of its continuous contribution towards nation building, FDDI has been awarded the status of "Institute of National Importance" in the year 2017.

FDDI has also showcased the thematic and other creations by students of all departments at the 37th India International Trade Fair, Pragati Maidan, New Delhi. The stall is set up at Haryana Pavilion. FDDI was established in 1986, under the aegis of Ministry of Commerce and Industry, Government of India with an objective to develop Human Resources within the country by imparting appropriate knowledge and skills to promote the rapid growth of footwear and allied industry in the country. It has Pan India Presence with 12 state-of art campuses spread across the country. FDDI has a strong alumni base and strong industry linkage. Almost all the leading industries of the country are associated with the Institute and have a tangible participation in academic matters.

Saturday, 18 November 2017

Humans used to walk in a totally different way until one shoe innovation

Humans didn't always walk the way we do today. Following is a transcript of the video.

If it wasn't for shoes, we would walk way differently.

Think about how you walk when barefoot. The foot lands almost flat. It rolls through the step, and the toes push off.
Humans walked this way for millennia. Research suggests this style puts less stress on the knees.

Early shoes wrapped the foot in a piece of soft leather or cloth, but it still allowed for humans to walk naturally.
Modern shoes changed all this. With the creation of thicker soles, humans changed how they walked.

We started to take longer strides and impact heel-first. Since we don't roll through the step, the foot stops being as flexible.
Plus, shoes limit our toes' movement. Without free toes, the leg lifts the foot off the ground.

A 2007 study compared how people walk in shoes vs. barefoot. They found there was 12% less of an impact on the knee when the walker was barefoot.
Of course, barefoot walking isn't always feasible. But it is a good argument to find time to be barefoot. Your feet will thank you.
For video ref below link:

Friday, 17 November 2017

Two more leather industrial estates soon in Bangladesh, says Hasina

Prime Minister Sheikh Hasina yesterday announced to establish two more leather industrial estates in Chittagong and Rajshahi divisions for further flourishing the leather sector.
“We will set up two new leather industry estates — one in Chittagong division and other in Rajshahi division — for further promoting the country’s leather sector. Establishing such a zone only in Dhaka is not right, it will have to spread all over Bangladesh,” she said.
Sheikh Hasina also said the government has taken a decision to keep the issue of continuing 15% cash incentive for the next five years under active consideration on a priority basis.
The move was taken to boost local and foreign investment in the leather sector and make it sustainable, she said.

The prime minister said this while inaugurating Bangladesh Leather Footwear and Leathergoods International Sourcing Show (BLLISS) 2017 at International Convention Centre, Bashundhara in the capital yesterday.
Sheikh Hasina opened the three-day show at the ICCB through videoconferencing from her official Ganabhaban residence.

The premier urged the foreign investors and buyers to invest more in Bangladesh’s leather sector for further strengthening the country’s economy.

“I call upon the foreign investors and buyers for investing in a larger volume in Bangladesh’s leather sector and sourcing more in leather goods for further strengthening the country’s economy,” she said.
The Ministry of Commerce and the Leathergoods and Footwear Manufacturers and Exporters Association of Bangladesh (LFMEAB) have jointly organised the event to attract more investment in the leather sector.
The theme of the show is “Think Ahead, Think Bangladesh”. Commerce Minister Tofail Ahmed was present at the function at ICCB as the special guest, while eminent entrepreneur Syed Manzur Elahi and LFMEAB President M Saiful Islam spoke.

The pre-recorded speeches of Industries Minister Amir Hossain Amu,  State Minister for Foreign Affairs Mohamed Shahriar Alam and acting FBCCI president Sheikh Fazle Fahim were played at the function.
An audio- video presentation on the past, present and the future of Bangladesh’s leather sector was made at the function.

Leaders of industrial sector, world famous brands and international buyers from 15 countries including China, India, Vietnam and Thailand are participating in the show.
The premier expressed her hope to attain $5bn export earnings from the leather, leather goods and footwear sector out of the estimated overall export earning of $60bn as per the Vision 2021.
In this connection, she sought expansion of business of local and foreign entrepreneurs engaged in leather and leather goods sector to achieve the goal.

Stressing the need for bringing diversification in leather goods to increase export, Sheikh Hasina said the entrepreneurs will have to develop the products and find out new export markets.
“I think our products will have to be international standard,” she said and assured of providing necessary help from the government in this regard.

Elaborating various steps of her government for expansion of the export markets of the leather and footwear products, Sheikh Hasina said the ministry of commerce is actively working to formulate and implement annual action plan in this regard.

“Steps have also been taken to set up a testing and calibrating centre to maintain international quality and standard of leather goods and footwear products,” she said.
The premier said such initiatives would play a very significant role for the development and diversification of exportable products as well as expansion of the export markets.

Sheikh Hasina said her government is providing tax rebate, 100% Export Performance License, 10% cash assistance for exporting finished leather goods from the leather industry park and 15% cash incentive in the case of exporting leather goods and footwear products.
The premier said an environment-friendly leather industrial estate has been set up in Savar for flourishing the leather sector and saving the Buriganga.

Steps are being taken so that mills and factories could be built in surrounding areas in Savar Leather Industrial Estate, she said.

Wednesday, 15 November 2017

Sportswear maker Puma accused of defacing 17th century Indian buildings

Puma has been accused of irreversibly damaging 17th-century architecture in Delhi’s old quarter as part of an advertising stunt to promote a new line of shoes.

Large colourful murals were spray-painted on to the facades of several buildings in Old Delhi for the shoe campaign, which the global sportswear company says “captures the grit of Indian streets”.

The buildings appear in an ad for the shoes, with Indian rappers and hip-hop dancers also performing at graffiti-covered locations in the financial capital, Mumbai.

But the stunt – dubbed “Suede Gully” after the shoe material and the Hindi word for street – has infuriated conservationists who have accused Puma of defacing the quarter, established by Mughal emperor Shah Jahan in the 17th-century.

One Mughal historian, Rana Safvi, said the wooden doors, the lakhori bricks and sandstone design of the buildings that had been painted suggested they were around 200 years old. “This is in effect defacing a heritage area,” she said.

Swapna Liddle, from the Indian National Trust for Art and Cultural Heritage, agreed. “You can’t just go and paint what you like,” she told Agence France-Presse.

“Those who made and approved this advertisement, those who stood by while this was done, are all responsible for this insensitive treatment,” she said.

A spokeswoman for Balancing Act, the creative agency employed by Puma for the campaign, said the company believed “all the required permissions [had] been obtained to carry out the video shoot and painting of the building”.

“Before carrying out the execution of art on the walls, we had taken permission from the owner of the property and as the property was a private one, we took his permission as that is all that is required,” she said.

“The owner wasn’t aware that his property is protected as a heritage property and hence we were not made aware.”

The agency promised to restore the sites.

Rules to protect Delhi’s neglected heritage sites from destruction are widely ignored, conservationists say.

Laws specifically forbidding advertising on historical buildings are also rarely enforced by Delhi’s cash-strapped authorities, who struggle to uphold measures designed to conserve the city’s crumbling icons.

The owner of one building spray-painted for the Puma campaign defended the stunt, and said the decision to allow the building to be decorated was his alone.

“This is a private property and the graffiti is making the area look more beautiful. The area is looking better now, it is more lively,” Arun Khandelwal told the Indian Express.

But Safvi said approval from heritage officials would also have been required.

“The whole ethos of Shahjahanabad is its antiquity and you undermine that when you paint such glaring scenes,” she said, using the historical name for the area.

Shahjahanabad, a walled city, was the last capital of the Mughal empire and is home to some of Delhi’s most famous monuments such as the Red Fort and the Jama Masjid.

It remains a bustling centre of Delhi, its chaotic traffic, street food and craftspeople plying century-old trades, a contrast to the more orderly British colonial-era districts to the south.

“I am old fashioned about this: I don’t think graffiti does any good to old monuments,” Safvi added. “They have not beautified it. And it is all for a two-second slot in a video.”

Monday, 13 November 2017

Govt support can help push Pakistan leather exports to three billion dollars: Mian Zahid Hussain

Karachi, : President Pakistan Businessmen and Intellectuals Forum (PBIF), President AKIA, Senior Vice Chairman of the Businessmen Panel of FPCCI and former provincial minister Mian Zahid Hussain on Monday said restrictions over the export of raw leather and semi-finished products can help boost value-added industry which is facing the shortage of raw material.

It will boost the industry involved in making sports goods, garments gloves, belts, bags, purses, footwear which will help country generate good foreign exchange, the Former Minister said.

Mian Zahid Hussain said that skins of sacrificial animals worth billions are wasted every year due to inexperienced butchers, lack of proper storage facilities and load shedding for which government needs to launch a massive training program with the help of Pakistan Tanners Association.

He said that cost of doing business in Pakistan is high as compared to competing nations like China and India which has taken a toll on exports which fell by 26 percent during 2016.

The business leader further said that this sector consists of around 12800 units and most of them are suffering from lack of government’s support and apathy of the government which is keeping them from up gradation which can boost the country’s share in the international leather trade.

Government is focusing on the development of halal industry while the leather industry is part of the halal chain, therefore, it should also be promoted, he demanded.

Sunday, 12 November 2017

APL Footwear names Malaika Arora as brand ambassador

Alpine Poly Rub Pvt. Ltd, the brand owner of APL Footwear, is one of the fastest growing footwear companies with over a decade of experience in the business. The brand on Sunday announced Bollywood star Malaika Arora as its brand ambassador. The alliance is to cultivate the aggressively-expanding footwear business of APL Footwear.

“We are pleased to announce one of the leading icons of film industry, Malaika Arora, as our brand ambassador who would be the face of our brand. Malaika is a versatile actress with youthful zeal and positive influence and will distinctly bring forth shared synergies, values and beliefs and help APL Footwear further expand its customer base. Being one of the most talented actresses, we believe she will best fit with our brand. We look forward to her refreshing ideas and are confident of a successful partnership that would take the APL Footwear mandate to another height,” said Inder Chhabra, MD, Alpine Poly Rub Pvt. Ltd.

“This is truly a synergistic association. To me, APL Footwear is a forward-looking brand that has trust, credibility, fashion and innovation in its DNA, and I would like to believe that I am representative of some of those qualities. I’m looking forward to being a part of the next stage of APL Footwear’s growth, expansion and success,” added Malaika.
The association with Malaika Arora will spin a holistic, 360-degree marketing campaign across print, outdoor and television.

Saturday, 11 November 2017

Sole-searching way to choose the right shoe

All a runner needs is a good pair of shoes. But with myriad shoes out there and myriad factors to consider, it is not an easy choice.

Well-meaning friends give advice based on their preference and experience, but one man's meat is another man's poison. Since everyone has a slightly different foot structure - and not to mention the exorbitant cost of shoes these days - it is key that you choose the most appropriate shoe for your feet.

Here are four essential factors you may wish to consider.


When you stand in a neutral position with toes spread apart, your foot should fit squarely within the footbed of the shoe. If your toes feel cramped against the sides of the shoe, the shoe is too tight.

Certain brands such as New Balance and Asics make wider sizes, known as 2E (wide) and 4E (extra wide), which will provide you with a roomier toe box for extra comfort.


Feet can swell after a run or at the end of the day, so you might want to go shopping in the evening to maximise the chances of getting it right.

The general rule of thumb (literally) is that there should also be a thumb's width between your longest toe and the tip of the shoe. When you run, sweat may cause your foot to move more than usual in the shoe. Having that little space prevents any unnecessary abrasions.


The shoe should bend along the same line as your big toe when it bends at the ball of your foot. In other words, the bending point of the shoe should be close to that of your foot.

You can determine the bending point of the shoe by holding on to the heel and pressing the front part onto the ground. If that point is too far forward or back from that of your foot, this may cause you pain along the arch or at the big toe.

A lack of flexibility in the shoe may also lead to increased tightness in the calf muscles when running, as the foot is unable to move freely.

Having said that, a shoe which is too flexible may also cause a strain on the muscles and ligaments in the foot due to repeated over-stretching.


Current research findings are moving towards the notion that as long as a shoe feels good when worn, it should work. For most people, this is identified as the subjective feel of having support under the arch.

Some sports stores allow you to test out shoes on a treadmill.

Test run first, preferably with your own socks. If your arch starts to feel tight and sore after a short while, it probably means that the shoe is providing too much support.

Instead, change to a shoe with less stability and more cushioning, and try again.

The key is to find a pair that simply allows your feet to feel comfortable while running. Ultimately, the correct one should complement your natural stride, instead of changing it.

If you are suffering from a preexisting injury from running or even if you would just like to improve your efficiency, this is where physiotherapy may be helpful.

A trained physiotherapist can assess your gait and check for any strength imbalances which may be a root cause. With the appropriate treatment and rehabilitation programme, you will then be equipped with the skills and knowledge to optimise your gait and, of course, to choose the correct footwear.

Choosing your shoes, though, is only the prologue. Your running journey only really begins when you put your foot outside the door.

Friday, 10 November 2017

Nearly 7M People Could Be Suffering From Shoe Allergies: Here’s How to Save Your Feet

When the weather turns cool and the bulky shoes come out, so can shoe allergies — also known as shoe contact dermatitis. Sometimes it manifests in the form of a flaking, uncomfortable rash.

Shoe contact dermatitis, a skin inflammation that can be brought about by the chemicals and materials in certain shoes (rubber, glues and leather tanning chemicals, most often), could be affecting around 7 million people in the U.S., according to Tracey C. Vlahovic, an associate professor and practicing doctor at Temple University’s School of Podiatric Medicine.

“Limiting perspiration is key,” Vlahovic told Footwear News, adding that the burning rash most often appears when sweaty feet rub against the allergy-causing components of the shoe. More instances of the condition can happen during colder seasons because many affected people tend to wear closed-toe and heavy shoes for longer periods of time.

While such skin problems usually occur to people who are already allergic to certain materials that are commonly used to make shoes, many could be entirely unaware of any allergy until the rash appears.

How can you treat foot allergies?

Once the skin irritation occurs, depending on seriousness, it can be treated by prescription medications (such as Elidel cream) or over-the-counter creams and ointments (such as Aveeno Intense Relief). It can also go away after the allergy-causing material is removed. In extreme cases, patients may need antibiotics or steroid injections to treat the allergy if it spreads to large parts of the body, Vlahovic explained.

How can you avoid shoe contact dermatitis?

“Avoidance of the allergen can be difficult,” said Vlahovic. Still, she suggests everyone minimize sweating in their feet as much as possible — whether it be by wearing two pairs of socks or, for those who have to wear humid work boots on the job regularly, getting anti-perspiration Botox injections or customized shoes.

Thursday, 9 November 2017

Virat Kohli launches his brand One8 with Puma

Indian cricket skipper Virat Kohli has launched his athleisure brand One8 in collaboration with German sports lifestyle brand Puma, which is providing design, product, retail and communication channels for the brand.

While the One8 line currently comprises athleisure apparel, performance apparel, footwear and accessories will be introduced in the upcoming season.

ETRetail was the first to report this development in September this year.

“The One8 range is very close to my heart. It is my way of calling out to Indians to Come Out and Play, because feeling fit and looking active is a simple step 1 towards leading a more active lifestyle. The collection is very versatile and is a mix of fashion and functionality. I have been deeply invested in the design and ideation behind the products, with PUMA designers even browsing through my wardrobe for inspiration! Partnering with PUMA to create One8 is also great because the brand is such a fit with my personality and will ensure that ‘brand One8’ is constantly evolving,"said Kohli is also the brand ambassador of Puma.

Kohli's One8 collection is available at Puma stores across the country and on in.puma.com. One8 will also be available on Myntra later in November 2017.

The Times of India had earlier this year reported that Kohli has struck an eight-year deal with sports lifestyle brand Puma worth about Rs 110 crore to become the first Indian sportsperson to sign a Rs 100-crore endorsement deal with a single brand.

According to the report, bulk of the endorsement deal, estimated between Rs 12 to 14 crore annually, is locked up in fixed payout.

"We are excited to collaborate with him (Virat Kohli) to launch his new brand, and drive this movement with him. Through this collaboration, Puma will continue to create opportunities to inspire Indians to adopt fitness and sports in everyday life,” said Abhishek Ganguly, managing director of Puma India.

"It is Virat's brand which will have a special logo, brand name and brand identity. He will be seen donning the brand and is actively involved in the creation of the products," Ganguly had earlier told ETRetail.

Wednesday, 8 November 2017

Shoes & Footwear: Indonesia the World's 5th-Largest Exporter

Only China, India, Vietnam and Brazil are bigger footwear exporters on a global scale. However, being among the top five largest exporters does not mean Indonesia controls a big chunk of the market. Currently, Indonesia only holds a 4.4 percent market share.

Therefore, Antara says it is important for Indonesian footwear producers and traders to improve the quality, design and brand of their products. This way, Indonesia can grow further as a major shoe exporter in the decades ahead.

Another crucial matter - to improve the competitiveness of Indonesian shoe exports - is to increase the domestic supply of raw materials (especially leather). However, the quality of the raw materials that are sourced domestically need to have sufficient quality.

Hence, attracting more investment in the downstream and upstream fields of Indonesia's footwear industry is important. But investment in this industry is showing good progress. Antara expects investment in this industry to reach IDR 62 trillion (approx. USD $4.6 billion) up to the end of 2017, or about four times higher than last year. That would be a great result.

One of the biggest challenges for Indonesian footwear entrepreneurs is that consumers tend to choose branded products. Antara therefore advises that Indonesian footwear businesses should first target to become leading brands in Indonesia itself. After local brands have been established as the top brands in Indonesia, then efforts should be made to boost brand-awareness of Indonesian shoe products abroad.

Based on data from Trade Map, export growth of Indonesia's footwear industry continues to climb from year to year. Antara said that in 2015 the leather and footwear industry of Indonesia recorded a transaction value of USD $4.85 billion. This figure rose to USD $5.01 billion in 2016, up 3.3 percent (y/y).

Such growth is driven by three factors, namely investment, technology, and human resources. "These three factors must complement each other", Antara added.

While attending the opening ceremony of the Leather, Leather Products, and Footwear Exhibition 2017 in Jakarta on Tuesday (07/11), Antara also advised local leather and footwear industries to improve the quality of their products by using natural ingredients.

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