THE BLOG BY CPD FOOTBALL | The World of Indian football and beyond by Chris Punnakkattu Daniel

adidas Brand Director Tushar Goculdas visits Shillong Lajong

adidas Brand Director Tushar Goculdas visits Shillong Lajong

adidas Brand Director Tushar Goculdas visited the Shillong Lajong FC training facility today to meet the players, the coaching staff and the management.

Goculdas, who was appointed Brand Director for adidas India in May 2011, has ever since been spearheading the responsibility to strengthen and cement adidas’ position as the leading sports brand in this strategically important market. He has lead several initiatives to strengthen adidas’ brand equity and deliver commercial success, such as the launch of the adidas-ST cricket range endorsed by Sachin Tendulkar, the Effie-winning ‘Pure Cricket’ campaign in 2010, the ‘Bring It On’ campaign during CWC 2011 and the adiPure 360 Trainer campaign with Suresh Raina in 2012. Such prominent efforts have led to adidas being ranked the 2nd most exciting brand in India, as per a survey published by Nielsen in January 2013.

In a press interaction that was held today at the training facility of Shillong Lajong FC, he spoke of the fruitful partnership between adidas and Shillong Lajong FC which has lasted for five years so far.

The milestone for adidas are to be found in the ‘Battle of Berne’ where Germans wearing Adi Dassler made screw in studs, beat the mighty Hungarians and adidas have since dominated the World Cups. With the upcoming 2014 FIFA World Cup to be held in Brazil, adidas who are the official sponsor of the World Cup presented the Official Match Ball, Brazuca, to the Shillong Lajong FC captain Minchol Son and Vice-Captain Wailadmi Passah.

This visit also entails the importance given by adidas to the passion of football in the North Eastern region. The brand following is undoubtedly very high and Goculdas spoke at length about the adidas-Lajong partnership and how together they could propel football in the North East – in particular grass-roots development. This will be realised through various programmes and activations to engage players and fans.

Lajong have already kick started adidas activations, whereby fans who purchase a club jersey from the adidas store win free tickets to an I-League game and also get to participate in the half time penalty shoot-out contest to win adidas merchandise.

The Shillong Lajong FC U-14 team will also be taking part in the adidas organised 2014 FC Bayern Youth Cup where Bayern scouts will be on the lookout for promising Indian talent.