To tighten its relationship with the sports brand Puma, Flipkart has announced the launch of its new athleisure brand ‘1DER by PUMA’. The unveiling will take place in a collaboration with the famous Indian cricketer KL Rahul.
From September 30th onwards, the collection will reportedly be available on Flipkart, Puma.com, and select Puma stores. It has been noticed that consumers have continued to work from home in the past year by giving a priority to their health and fitness.
A rise of approximately 60% was seen last year on Flipkart in accordance with sportswear and athleisure as subcategories. ‘1DER by PUMA’ is intended for the needs of young working professionals and college students, who endure looking for branded/quality/ fashionable wear that ensembles their ever-evolving routine. 1DER by PUMA comprises an extensive collection of footwear and apparel for men, priced in the range of ₹1,499 to ₹4,999.
Speaking about the launch, Nishit Garg, Vice President – Flipkart Fashion, said, “In preparation for the festive season and the Big Billion Days, we will have the widest selection of styles available for consumers across the country. We will continue to bridge the gap between metros and Tier 2+ regions, where people seek the best of current fashion trends but have limited access from a selection, range, and affordability perspective. We believe in collaborating with the best in the industry to solve the growing needs and the launch of 1DER in partnership with PUMA is aligned to this vision.”
“The past year has witnessed a shift in consumer preferences when it comes to fashion, as it opened doors to new niche categories such as athleisure. The 1DER launch comes at the right time when people across India, from metros to T2+ regions, are seeking to upgrade their wardrobes and embrace a fitter lifestyle,” he added.
Commenting on the launch of ‘1DER by PUMA’ on Flipkart, KL Rahul said, “1DER, for me, is a business venture born from a passion and it is really close to my heart. The collection is an extension of my love for all things street. I have been intimately involved in the entire product design and ideation process along with PUMA designers and I am really pumped about launching 1der on Flipkart. PUMA’s understanding of the athleisure segment coupled with Flipkart’s massive market reach propelled me to create this brand and I can’t wait for people to try it out.”