Spanish sportswear brand KELME enters India, blending global performance legacy, innovation, and ambitious retail expansion to tap a rapidly evolving sports market.
“Our goal is to enhance the Indian sports ecosystem right from the grassroots level,” says an upbeat Anurag Singh, CEO, KELME India, capturing the brand’s larger ambition. “With KELME, we are bringing world-class sportswear to one of the fastest-growing sporting nations,” he adds—underscoring that this is far more than a market entry; it is a bold, strategic play in one of the world’s most dynamic and rapidly evolving sports landscapes.
Born in Spain in 1960, KELME has long stood at the intersection of performance and authenticity, carving a legacy through partnerships with iconic teams like Real Madrid and global milestones such as the 1992 Barcelona Olympics. Over six decades, the brand has evolved beyond its European roots into a globally recognised sportswear name, consistently balancing engineering-led innovation with design and accessibility.
A defining inflection point came post-2014, when KELME underwent a structural transformation, shifting its manufacturing and product development focus to Asia. This move was not merely operational as it enabled the brand to deeply understand diverse playing conditions, particularly high-humidity and high-intensity environments, and engineer products tailored for performance in such climates. The result is a sharper, faster, and more agile KELME—one that delivers superior cost-to-performance value, accelerated innovation cycles, and a supply chain built for scale and reliability.
Now entering India with a flagship store in Noida and an ambitious 70-store expansion roadmap, KELME is positioning itself at the convergence of global legacy and local relevance, aiming to tap into the country’s rapidly evolving sporting culture.
In an exclusive interaction with IMAGES Business of Fashion, Anurag Singh, CEO, KELME India, shares the brand’s vision for its India foray and the larger ambition driving its expansion.
What makes India a strategic market for KELME at this point in time, and how does it fit into your global expansion roadmap?
India is one of the fastest-growing activewear markets in the Asia-Pacific region. Industry estimates place the market at $11 to $15 billion in 2024, accounting for roughly 3.7% of the global activewear market, and project it to reach nearly $29.97 billion by 2030, growing at a CAGR of over 12%. At the same time, grassroots sports participation across football, badminton, basketball, and other disciplines is steadily increasing, creating greater demand for competition-grade performance sports equipment.
India is at a unique inflection point. We are witnessing rapid growth in organized sports, expanding sports infrastructure and a sharp increase in fitness awareness. More importantly, the consumer mindset is evolving. Today, people recognize that performance matters, whether they are training for competitive sports, pursuing serious fitness goals, or simply approaching fitness with discipline and intent. While the market has entry-level brands and global lifestyle players, there is a clear gap in the middle. Where does a consumer go when they are ready to level up? When they want gear that actively supports their performance? That is the space KELME is stepping into.
For KELME, India is a long-term strategic pillar in its global expansion, especially in Asia.
KELME is entering with a 1,000 sq. ft. experiential store in Noida. What does ‘experiential retail’ mean for KELME, and how will this store engage Indian consumers differently?
Our 1,000 sq. ft. experiential store in Noida is designed as a brand immersion space, where performance meets experience. For us, experiential retail means allowing consumers to feel performance before they buy. It also serves as a live model for potential franchise partners to experience the brand firsthand.
With experiential stores we want our consumers to truly understand what they are buying. What does moisture-management technology feel like during intense activity? How does multi-surface traction impact performance on artificial turf versus natural grass? From athlete storytelling to digital engagement touchpoints, the store is designed to build an emotional connection while clearly demonstrating performance benefits through trained store representatives.
We want serious athletes, recreational sports enthusiasts, academy coaches, and institutional buyers to experience the difference firsthand. The Noida store is our prototype, it is where we learn, iterate, and refine the KELME retail experience before scaling to 70 outlets.
Ultimately, it is less about square footage and more about redefining how performance sportswear is understood and experienced in India.
Alongside physical retail, how important is e-commerce in your India strategy, and how do you plan to balance the omnichannel experience?
E-commerce is a critical pillar. While physical stores help build trust and deliver immersive brand experiences, digital platforms ensure accessibility and scale. Our focus is to create a seamless omnichannel ecosystem, where consumers can discover online, experience offline, and purchase through either channel effortlessly.
Our D2C platform ensures nationwide availability from day one and serves as the hub for performance education, team kit customization, and institutional procurement. The goal is consistent experience: performance-first, education-led, backed by reliable supply. When a school in Tier 2 India wants to order 50 football kits, they should be able to do that with confidence, clarity, and fast fulfillment.
KELME is launching 150+ competition-grade products. What categories are you prioritising for India, and how are they tailored to local sporting needs?
We have launched 150+ competition-grade products across key categories, including football-our heritage segment with match and training kits engineered for high performance; training & fitness-technical gear designed for serious, multi-discipline training; running-footwear and apparel for both recreational and competitive runners; and athleisure-performance-led lifestyle wear that transitions seamlessly into everyday use.
Football and futsal are priority segments for us, given the rapid expansion of India’s football ecosystem, from professional leagues such as the ISL and I-League to grassroots academies and school-level participation. Our product range includes match kits, training apparel, and performance footwear designed to meet the needs of both professional and recreational athletes.
From a product standpoint, localization is critical. Our apparel uses lightweight, moisture-management fabrics optimized for high humidity, along with enhanced ventilation for better thermal regulation. Our footwear is engineered for multi-surface traction, considering the mix of natural grass, artificial turf, and hard grounds commonly used in India.
At the same time, our performance technology extends beyond competitive sport. The same engineering that supports elite athletes is equally relevant for individuals pursuing serious fitness, recreational sports, or an active lifestyle.
KELME has spent years testing its products across Southeast Asian markets with similar environmental conditions. These insights directly inform India range, ensuring performance that is engineering-led built for the region.
Kelme products are known for advanced moisture-management and breathability. Can you elaborate on the fabric technologies and how they perform in India’s high-humidity conditions?
KELME’s fabric technology focuses on advanced moisture management, breathability, and quick-dry performance. In India’s high-humidity conditions, these features are critical.
Our fabric technology starts with a fundamental understanding of thermoregulation under physical intensity. When you are engaged in high-output activity in high humidity, whether that’s a competitive football match, intensive training, or a long run your body’s cooling mechanism gets compromised. If your gear doesn’t actively assist moisture transfer, you’re not just uncomfortable; your performance degrades.
To address this, we use multi-layer fabric engineering. Rapid moisture wicking at the skin contact layer, accelerated evaporation through the middle layer, and strategic ventilation zones aligned with high-heat body areas. Our fabrics are tested for breathability rates measured in grams per square meter.
Footwear engineered for high-intensity play is a key focus—what differentiates KELME’s footwear from other global sportswear brands in the market?
Our football boots are designed with multi-surface traction systems tested across natural grass, artificial turf, and hard ground, reflecting the realities of how and where the sport is played in India. The outsole patterns are optimized for quick directional changes without compromising grip, which is critical in the fast-paced nature of football and futsal.
For futsal and indoor sports, we have lightweight sole constructions that balance speed with shock absorption, as indoor courts can be particularly demanding on joints. Our uppers are engineered to enhance ball control and responsiveness-key in high-intensity, close-contact play where reaction time is everything.
What truly differentiates KELME is the balance between performance and accessibility. Our footwear is built to professional standards but priced for serious amateurs, academy-level players, and dedicated fitness enthusiasts. We are focused on delivering consistent performance and durability for those who play regularly.
With plans to open 70 Exclusive Brand Outlets (EBOs) over the next three years, what will drive your retail expansion strategy across cities and formats?
Our strategy is structured and phased: Tier 1 cities for brand visibility, Tier 2 & Tier 3 for volume growth, and strategic partnerships with sports hubs and academies. We are focusing on high-impact locations with mall and high-street presence while maintaining brand consistency. We are also leveraging franchise partnerships with operators who bring over a decade of experience in sports retail and understand local sporting cultures. 70 stores in three years is calibrated for sustainable growth and building brand presence where it matters.
How is your partnership with RSN Sports shaping your India entry, particularly in terms of distribution, localization, and market development?
RSN is an integral part of building the brand in the Indian market. KELME’s India operations are backed by RSN Sports India Pvt. Ltd., which oversees distribution, retail expansion, and institutional partnerships across the country.
RSN brings deep market understanding, strong distribution networks, and local expertise in institutional sales and grassroots ecosystems. This expertise gave birth to our combined initiative: Legacy of the claw-Project 1000 where we support grassroot athletes with international standards of sports infrastructure.
RSN combinen KELME’s global credibility and product engineering with local operational agility and market intelligence. Our aim is to integrate KELME into the ecosystem with the right strategy, speed, and scale.
‘Project 1000’ is a significant initiative—what inspired this program, and how will it support aspiring athletes on their journey to professional sports?
Project 1000 is inspired by a simple yet powerful belief: talent exists everywhere, but opportunity does not. Project 1000 is our commitment to addressing this gap. The initiative aims to identify and support 1,000 promising athletes across India by providing access to professional-grade gear, mentorship, and exposure. We are building a structured support system that includes performance training kits, sport-specific footwear engineered for their discipline, and educational content on training methodologies. Athletes will also gain access to KELME’s technical teams for product feedback and optimization, along with opportunities to test new innovations in Kelme International labs.
Beyond equipment, the program focuses on building a strong ecosystem by connecting aspiring athletes with coaching networks. Registrations are now open on our Kelme India website.
At its core, Project 1000 is about narrowing the gap between talent and opportunity, with a long-term vision of supporting aspiring athletes all the way to Olympics 2036.
How do you envision ‘Project 1000’ contributing to India’s long-term Olympic ambitions, especially with a vision toward the 2036 Games?
India’s 2036 Olympic ambitions require strong grassroots systems. Through Project 1000, we intend to nurture talent early, supporting athlete development, and building a pipeline of future champions.
By equipping 1,000 young athletes with performance-grade gear, technical guidance, and a structured support ecosystem, we aim to enable a wider and more competitive talent pool, one that national federations and Olympic programs can eventually draw from.
However, the impact will go beyond the athletes themselves. Project 1000 is also about influencing mindset and sending a strong signal to parents, schools, and communities that serious sporting ambition deserves serious support. When a young athlete gets access to professional-grade equipment and guidance, it begins to shift how sports are perceived, not just as a passion, but as a viable path.
Will all 1,000 athletes go on to win Olympic medals? Perhaps not. But they will surely help create a culture where Olympic or any other sports ambition feels achievable rather than distant. And it is this cultural shift that ultimately builds champions. And as we believe that nations progress when their sporting ecosystems progress, and that journey begins by enabling talent early.
KELME products are tested across Asian and European leagues—how does this competitive validation influence product development for Indian athletes?
Our products are tested across competitive leagues in Europe and Asia, ensuring they meet international performance standards. This validation gives Indian athletes access to globally benchmarked gear, designed for real competition.
We view this as a critical part of the brand’s R&D process. When products are used in leagues, competition and tournaments they are effectively stress-tested by professional athletes under the highest intensity conditions.
What’s particularly relevant for India is that our products undergo validation across dramatically different environments, from temperate European leagues to high-humidity Southeast Asian competitions. This diversity is our strength. Indian athletes get globally-tested engineering proven in climates that mirror their own.
What are the key challenges you anticipate in the Indian sportswear market, and how do you plan to differentiate in an already competitive landscape?
The Indian sportswear market is highly competitive and price-sensitive. Consumer awareness around performance-driven products is evolving. Our strategy is to differentiate through: Authentic performance heritage, Superior product quality and a strong value proposition
We are not competing on celebrity endorsements. We are the natural upgrade path for anyone moving beyond entry-level gear and the reliable partner for institutions.
How is KELME positioning itself between performance-driven sportswear and the growing athleisure trend in India?
KELME sits at the intersection of performance and lifestyle. While our core DNA is rooted in performance sportswear, we are also embracing the growing athleisure movement by offering products that transition seamlessly from sport to everyday life.
Our positioning is not about choosing between athletes and lifestyle consumers. It is about serving a performance-conscious audience, whether they are engaged in competitive sport, serious fitness, recreational training, or simply leading an active lifestyle. The common thread is a mindset that values performance.
Looking ahead, what is your long-term vision for KELME in India—both as a retail brand and as a contributor to the country’s sports ecosystem?
Our long-term vision is to establish KELME as a leading performance sportswear brand, a trusted partner for athletes and academies, and a meaningful contributor to India’s sports ecosystem.
We want KELME to become synonymous with a defining moment in an individual’s journey, the shift from casual participation to serious intent. That point where you realize your gear should not limit you, but elevate your performance. We aim to be the brand that shows up at that moment with the right product, the right support, and a long-term commitment to the athlete.
As a retail brand, our ambition is to be present where it truly matters—close to academies, accessible to institutions, and available online to consumers across the country. Our plan to scale to 70 stores in the next three years is just the beginning of building that access.
Beyond retail, we are focused on contributing to a larger sports movement in India—one that prioritizes performance, accessibility, and opportunity. Through initiatives like grassroots engagement and athlete support programs, we aim to play a role in strengthening the foundation of Indian sport.
Ultimately, our vision is not just to build a brand, but to become part of the journey of India’s next generation of athletes and fitness enthusiasts.
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The Journey Retail in Milestones: KELME
1960 – Foundation in Spain
KELME is established in Elche, Spain, with a strong focus on performance-driven sports footwear and apparel.
1970s–80s – Early Growth Phase
The brand builds credibility across European sports markets, especially in football and athletics.
1990s – Global Recognition & Peak Visibility
- Partners with elite clubs like Real Madrid.
- Official sponsor of the 1992 Barcelona Olympics.
- Expands rapidly, gaining strong international visibility.
2000s – International Expansion
- Strengthens presence across Europe, Latin America, and parts of Asia.
- Builds a growing network of distributors and retail touchpoints globally.
2014 – Strategic Transformation
- Shifts manufacturing and product development to Asia.
- Enhances product engineering for diverse climatic and playing conditions.
- Begins building a more agile and scalable supply chain.
Late 2010s – Operational Reset & Scale
- Faster innovation cycles and improved cost-to-performance positioning.
- Strengthens global distribution and retail network.
2020s – Modern Global Brand
- Present in 80+ countries worldwide, reflecting strong international reach.
- Expands to 3,000+ retail points of sale globally, including exclusive stores and multi-brand outlets.
- Positions itself as an accessible, performance-led sportswear brand with strong teamwear credentials.
2024–25 – Strategic Entry into India
- Launches with a flagship store in Noida.
- Announces an ambitious 70-store expansion plan, marking a focused push into one of the fastest-growing sports markets.
