New multiple sports apparel and accessories brand Zeven announced its association with Indian Premier League (IPL) cricket team Royal Challengers Bangalore (RCB), as its official kit partner for IPL Season Nine.
"We are sure that the technology developed by Zeven for Indian weather conditions will help RCB players fight the battle on the field, while the designs will capture the hearts of the RCB fans," said Zeven co-founder and Tennis star Mahesh Bhupathi in a statement.
According to Nidhi Rao, Zeven's Athlete Marketing and Events leader, Bhupathi was inspired to start the company after not feeling comfortable in years of using western brands' apparel and accessories which were designed, keeping in mind the western climate and conditions.
"The kind of weather conditions we have in India are extremely different from what is there in the US, UK and other western countries," said Rao.
Replacing Reebok for RCB, the new company manufactures apparel and accessories to encompassing match kit, training kit and travel kit, running into 24 products which include jerseys, pants, socks and caps among others.
Aiming to cash in on the forthcoming IPL Season Nine extravaganza, Zeven plans to make its entire RCB themed fan merchandise range available at leading lifestyle stores and five e-commerce platforms.
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Launched by Mahesh Bupathi and former Nike India CEO Hema Chandra Zhaveri on February 19 in New Delhi, Zeven aims to transform sports in India by making products suiting Indian weather and conditions.
It roped in leading sports stars Rohan Boppanna, Shikhar Dhawan, Mithali Raj, Mary Kom, Kushbir Kaur and Sumit Nagal as brand ambassadors.