The musical chairs of clothing sponsorship continues with adidas announcing on Monday that it has signed Sania Mirza as its first Indian Global Brand Ambassador. This explains the photo we posted earlier.
Sania’s multi-year agreement is effective immediately. I haven’t found out yet which line she’ll be wearing (my two cents: her bustiness will make the Competition tops look awesome; sorry, Justine).
In Sania, adidas has one of the most outspoken and polarizing athletes in Asia. She constantly butts heads with religious conservatives who look down on her piercings and “short” skirts. None of the fatwas issued against her have gained popular support, so it’s smart for the sports clothing company to harness this celebrity.
Sania: You’re no longer with Lotto — you’re playing with the big girls now. Tame your forehand, plan a smarter schedule so you’re less injured, and don’t let adidas down!
Press release after the cut.) —
adidas signs its first Indian Global Brand Ambassador – Sania Mirza
Indian Tennis Sensation to Compete in the famous 3-Stripes
Mumbai/ Herzogenaurach – December 24, 2007: adidas, the world’s leading sports brand, today signed a multi-year partnership effective immediately with Indian tennis sensation, Sania Mirza. Signing Sania, one of the most promising tennis stars and an Asian youth icon, highlights adidas’ commitment to being the dominant international tennis brand and the importance of India in the brand’s vision.
Speaking in Mumbai, Hartwin Feddersen, Director of Marketing, adidas India said, “Sania Mirza is one of the most recognizable faces of global tennis and is a youth icon amongst young Asians across the world. This is a big moment for adidas and for Indian sports. Sania Mirza’s appeal goes well beyond tennis and the sporting world and it’s only natural for us to use her as a global brand ambassador for adidas. She is a perfect fit for our brand as she personifies the passion, energy and boldness that adidas stands for. We welcome her into the adidas family and look forward to a long association with her.”
Sania’s relationship with adidas dates back several years. She was a part of the adidas Aces Junior Tennis Programme as a trail-blazing junior. She won the 2003 Wimbledon Juniors Doubles Title and the 2005 Hyderabad Open Singles Title wearing the 3-Stripes.
Commenting on the partnership with adidas, Sania Mirza said, “I am extremely happy to be part of such a distinguished family of players and brand ambassadors. I believe adidas’ experience and expertise will be a key part of my on-court performance in the future. I am really looking forward to wearing the stylish 3-Stripes for many years to come.”
“Sania is a terrific addition to the adidas family,” said Jim Latham, Head of Global Sports Marketing Tennis at adidas. “Together with Ana Ivanovic and Anna Chakvetadze, Sania will lead our next generation of players. Sania has had a great 2007 and with her superb all-court game, we are sure she will be a force to reckon with on the tour.”
Already the 2nd highest ranked tennis player from Asia, Sania’s next Impossible feat is to break into the top 20 in the world.
With today’s announcement, Sania officially earns her stripes joining a long list of adidas tennis stars, such as the World Number One Justine Henin, Novak Djokovic, Ana Ivanovic, Fernando Gonzalez, Marcos Baghdatis, Bob Bryan, and Mike Bryan as well as adidas ambassadors Andre Agassi, Steffi Graf, Stan Smith, and Ilie Nastase to wear state-of-the-art adidas tennis products.