Adidas inks deal with Hima Das, bets big on athletes for new brand strategy

Adidas has also parted ways with many local partners who were not aligned with the new plan

After betting on cricket stars Virat Kohli and Suresh Raina, the Indian arm of Adidas has hired athlete Hima Das to promote its brand.
 

The German sportswear, clothing and footwear giant has signed the recent sensation from Assam at the latest Asian Games in Jakarta. She had won three medals, including a gold in the women’s 4x400 meters relay race.
 

Athletics, kabaddi and wrestling are increasingly finding new fans in the subcontinent. While cricket continues to dominate, attracting huge investment, other sports are getting growing attention from broadcasters and private investors. 
 

Till recently, Adidas faced slow revenue growth and dismal