NEW DELHI : Italian sportswear brand FILA has made singer-actor Diljit Dosanjh the new face of the brand in India. Dosanjh, the company said, is a “true style icon” and her bold fashion statements not only inspire a whole new generation, but her love for streetwear culture is also setting the trends.
In a new advertising campaign for FILA, Dosanjh will sport its existing motorsport collection with a line of clothing and footwear. The actor announced on his Instagram Stories that he is now part of the FILA family.
Rohan Batra, managing director of Cravatex Brands Ltd, which owns an exclusive license for the brand in India, said the actor continues to have a huge influence on Indian youth. “His approach corresponds to our philosophy, which adapts to the daily lives of young consumers.
The brand has been associated with tennis, notably through the ATP (Association of Tennis Professionals) Tour and WTA (Women’s Tennis Association) athletes. The sportswear brand is also a sponsor of the BNP Paribas Open, the Tennis Hall of Fame Open, the National Bank Open and the Omnium Banque Nationale, the Western & Southern Open and the Porsche Tennis Grand Prix, among others.
In addition to event partnerships, FILA is an official supplier to Tennis Canada, the Argentinian Tennis Association (AAT) Junior Tennis Champions Center, Van der Meer Tennis and John Newcombe Tennis Ranch.
According to the research agency ResearchAndMarkets.com, the Indian sportswear market was valued at $ 498.68 million in fiscal year 2020 and is expected to grow at a CAGR of 16.06%. The market is expected to grow due to growing health concerns and higher disposable income among the population.
Never miss a story! Stay connected and informed with Mint. Download our app now !!