Performance above par

Adidas promises to stretch the limits of quality with there new Sports Performance Centre

By Lakna Paranamanna

Global recession and liquidation have become familiar words and more commonly used during the past few months. However, even though the global economy seems to be heading down the drain, the demand for luxurious items does not seem to be declining.

Adidas, one of the leading global brands of sports wear launched its flagship Sports Performance Centre in Colombo last Wednesday amidst the presence of many popular sports personalities and officials. Chief Guest for the occasion, former Cricket Board Chairman, Thilanga Sumathipala who graced the event said: “Adidas is one of the most prime brands of sports couture. They have a tremendous potential in positioning and branding their product in Sri Lanka. This is a good starting point.”
Adidas was established in the 1920s but was first introduced to Sri Lanka in 2000. Last Wednesday, Hameedias re-launched the brand. “Our aim through introducing Adidas to the Sri Lankans was providing them with original, high quality sports couture,” said Hameedias Managing Director Fouzul Hamid.
“Hameedias has always been with the Sri Lankan cricket team, silently assisting them through designing and tailoring all the attire for the team, including their evening wear. The team has always maintained a sophisticated look whenever they went for any occasion staying on par with teams of even other developed countries. We hope that Adidas would expand and give the outstation people also the opportunity to enjoy the high quality sports wear,” added Sumathipala.
Physician for Sports Medicine, Dr. Seevali Jayawickrama explained the risk of using fakes or low quality footwear that could result in long term injury, through demonstrations at the event. Durability of the product, assuring the safety of the athlete from injuries and producing the best shoe which suits and caters to the requirements of the sport are the main guidelines that Adidas considers while developing its merchandise. The newly opened store caters to the needs of any individual as well as professional athletes covering several sports such as rugby, tennis, basketball and training. Also the ground floor of the store is entirely dedicated for ladies’ sports wear for tennis and training.

Adidas New Channel Development Manager, Yankale Yablonsky who also spoke at the event assured that the new Sport Performance Centre will offer innovative products from all Adidas sports categories. He also explained the steps followed by the brand’s research and development teams as well as the designers while producing classy footwear for both men and women which assures their safety from injuries as well as improves their performance.
The launch event also included a fashion show, revealing to the audience the latest Adidas sports couture range. The new Performance Store is located at No. 78, Havelock Road, Colombo 5.