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In this special feature presented by BoF Promo Codes, IMAGESBoF.in explores Performax’s integrated marketing campaign with Jasprit Bumrah and other famous sports personalities.
Performax: Revolutionizing Activewear in India’s Fitness Landscape
In the ever-evolving world of activewear, Performax has set its sights on a bold and inspiring vision: to democratize activewear in India. With a clear mission to become one of the Top 5 activewear brands in India by March 2024, Performax is making remarkable strides toward this goal. What sets Performax apart is its commitment to providing high-functionality products at mid to premium pricing levels.
About the Brand
– A technology-driven pure-play activewear brand
– Offers a wide range of categories, including apparel, accessories, and footwear
– Caters to men, women, unisex, youth, and boys
– Specific focus on activities such as running, training, yoga, active lifestyle, and racquet sports
Vision and Mission
– To democratize activewear in India
– To be among the Top 5 activewear brands in India by March 2024
– To achieve a topline of ₹1000+ crores in 3 years
Size and Growth
As of FY 2021-22, Performax’s brand size stands at Rs 220+ crores. However, the brand has its sights set on even greater heights, aiming to reach Rs 1000+ crores in FY 2023-24.
The Target Group
– India’s youth between 18-30 years
– Active sports performers
– Fitness enthusiasts
– Sports-inspired lifestyle seekers
Execution
– Tier 1 players aim to build national awareness and leverage national sporting superstars as the faces of the brand, ideally from the world of cricket.
– Tier 2 players focus on increasing presence across multiple sports and work with current and potential stars from Indian athletics and Olympics.
– Tier 3 players inspire consumers to kickstart their fitness journeys by partnering with paralympic athletes to create motivating stories.
– Lastly, Tier 4 players aim to build the Performax fitness community by collaborating with a large number of local fitness influencers.
Opportunity from Paris Olympics 2024
Performax has its eyes on the Paris Olympics in 2024, where it sees a significant opportunity to support the Indian Olympic Team. This involves providing all apparel, including the medal stand uniform, and creating, marketing, and selling official Olympic merchandise. With the chance to have its logo displayed as per Olympic guidelines, meet and greet opportunities, and extensive visibility across media, Performax is ready to make a mark on the global stage.
Building Brand Awareness
With 69% of Jasprit Bumrah’s fans intending to purchase apparel and footwear items, and 68% willing to buy grooming products endorsed by Bumrah, the brand’s association with the cricketing icon holds immense potential. This partnership allows Performax to tap into the fan base of a renowned sports personality, expanding its reach and influence.
