How Adidas aims to unleash India’s USD 130B sports potential
During his presentation, Neelendra Singh, the general manager at Adidas India, shared the game plan for India and how the largest sportswear brand in the country believes sports have the power to change the lives of ordinary citizens.
16 Jan 2025 | 5406 Views | By PrintWeek Team
Singh was speaking at BMPA's Print Summit 2025 at the Tata Theatre in NCPA. He emphasised the importance of creating the best for every single person, also how distribution is key since India is so huge that to reach the last fan or the last consumer, a strong brand and product lineup as well as grassroots connect.
Neelendra Singh highlighted Adidas’ mantra, "Only the best for the athletes." He spoke of the research with many of Adi Dassler’s trusted people, and how a set of Adidas standards evolved. Singh explained, “Adi Dassler Standards are the core principles that defined the company Adi Dassler founded and the products he created...the brand has now outlived Adi.” Singh reiterated Adidas’ mission to become the best sports brand in the world.
Highlighting Adidas’ unparalleled legacy in sports, Singh said, “No other company in the world has such a rich heritage in sports.” He spotlighted August 18, 2024, as a significant day, marking Adidas’ 75th anniversary. “Seventy-five years of the three stripes means 75 years of great stories and unforgettable moments,” he added.
Turning his attention to India, Singh projected the country’s sports market to grow to $130 billion by 2030, driven by increasing diversity in sports consumption. He highlighted India’s position as the world’s largest democracy and third-largest consumption market, which creates significant opportunities in retail, fashion, and e-commerce. He called India a diverse and multi-sport market, home to 655 million sports fans spanning every demographic.
While cricket remains the most popular sport with 492 million fans, Singh noted the rising popularity of other sports, including kabaddi (120 million fans), football (85 million), hockey (70 million), and badminton (60 million). He expressed optimism about Adidas’ future in India, stating, “The best part of our 30 years in India is yet to come.”
Singh pointed out that India’s median age of 30 reflects a youthful, dynamic population. Gen Z, comprising 43% (282 million) of the fanbase, is transforming sports consumption through digital engagement and a willingness to invest in their favourite sports and athletes. Women represent a significant 36% (236 million) of the fanbase, while rural audiences now account for 59% (388 million), signalling a growing diversity in sports fans.
In addition to engaging with fans, Singh emphasised Adidas’ commitment to discovering and nurturing talent in rural areas with limited access to training facilities. He shared the company’s guiding slogan, “Hum nahi karenge toh kaun karega” (If we don’t do it, then who will?), reflecting Adidas’ responsibility to uplift underserved communities and empower aspiring athletes.
Adidas: and the grassroots approach
Neelendra Singh spoke about Government investment which focuses on grassroots sports development through programs like Khelo India, with increasing attention on infrastructure improvements and athlete support systems. Singh said, "At Adidas we have engaged with Indian Track Foundation (ITF) to nurture talent at grassroot level and support them."
Today, ITF identifies and nurtures raw talent from different states, providing mentorship and training to help these athletes achieve their potential. Singh shared with the Print Summit delegates that "Adidas’s association with ITF began in 2020." Since inception, ITF has won 53 gold, 31 silver and seven bronze medals at national and state level championships." He told the gathering that "The mid term goal is to get ITF Athletes to represent India at International events.Further aim to represent India in 2032 Olympics."
Singh shared the story about Pratigya Panna who won a gold medal at the National Cross Country Championship in 2023, her first ever gold Medal. She hails from Barwa village in Jharkhand, where she faced a difficult childhood marked by abuse and hardship.
Despite these challenges, Singh said, Pratigya’s life changed when she was selected by ITF through a scouting event.
Pratigya Panna has won 15 state and national-level medals, becoming a double national champion and gold medalist, with one national record.
Singh said, "With ITF’s support, Pratigya dreams of winning Olympic medals for India, striving to make her country proud despite her painful past."