Reliance Retail’s Performax becomes the official kit sponsor of the Indian football team – Dainik Savera Times


Mumbai: Reliance Retail’s comprehensive fashion, lifestyle and sportswear brand Performax has partnered with All India Football Federation (AIFF) to become the official kit and merchandise sponsor of the Indian football team. The partnership will give leading domestic sportswear brand Performax the exclusive rights to manufacture kits across all formats of the game. Performax will be the sole supplier of men’s, women’s and youth team apparel for the Football Federation during all matches, tours and training. Additionally, as the merchandise sponsor, Performax will also have the rights to manufacture and retail these products.

The Blue Tigers will debut this spectacular new kit during the 49th King’s Cup 2023 being held in Thailand between today and September 10. Team India will start the tournament against Iraq today. Speaking on the partnership, Akhilesh Prasad, President and CEO, Reliance Retail – Fashion & Lifestyle, said, “We are very glad to announce our collaboration with AIFF. There is a lot of potential for football in India and we will see the Indian football team rise to prominence in the coming years. This partnership is in line with our aspiration to make sports accessible in India through Performax.”

The game of football attracts millions of passionate fans from all corners of the country. India currently has several international-quality tournaments and facilities such as the Indian Super League (ISL) and the Reliance Foundation Young Champs (RFYC) Academy. Football in India is set to attract more youth and set new standards. The partnership between AIFF and Performax is a testament to the brand’s unwavering commitment to catapulting Indian sports to global prominence.

Dr Shaji Prabhakaran, Secretary General, AIFF, said, “We welcome our new kit partner, Performax, to the Indian football family. I am sure the players and teams will love the new kit and will be motivated to give their best performance on the field. I wish this new partnership between AIFF and Performax every success.

Performax aims to be the first Indian sportswear brand to make waves globally. It offers a wide range of products in apparel, footwear and accessories designed for multiple disciplines such as running, training, racquet sports and others. In the recent past, Performax has partnered with many athletes like Jasprit Bumrah, Ravi Dahiya, Harmilan Kaur, Manu Bhaker, Riddhi Four, Yogesh Kathuniya and Pramod Bhagat.

“This association is one of the initiatives taken towards establishing Performax as the preferred activewear brand for our customers,” said Nitish Kumar, CEO, Performax and Trends Footwear.

Performax activewear is present in 1,500+ stores in India. Additionally, the brand is available on digital commerce platforms like Ajio and JioMart. Official and fan merchandise will be available at Performax exclusive stores and various retail partner stores across the country.

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