Jasprit Bumrah, India's top bowler, was designated as the brand ambassador for Reliance Retail's activewear brand Performax on Friday. Reliance intends to increase the presence of the home-grown brand through exclusive brand outlets, Reliance Retail's fashion and lifestyle stores, and digital platforms, as well as multi-brand outlets.
“We aspire to build Performax as the 1st Indian sports brand of international repute. This association is among the first in a series of initiatives we plan to undertake towards establishing Performax as the preferred activewear brand for our customers,” according to Akhilesh Prasad, CEO of Reliance Retail - Fashion & Lifestyle.
Reliance Retail's own brand, Performax, specialises in activewear merchandise and offers a wide range of options in the footwear, apparel, and accessories categories.
“As an athlete, I am very particular about the gear that I use as the right fit inevitably helps better my game. It's exciting to associate with a brand with whom I share my personal mantra of maximum performance,” Bumrah said.
Currently, the brand is available in over 1,000 stores across 330 cities. Reliance revealed at its annual general meeting on August 29 that its retail segment served over 200 million registered customers, which is equivalent to the entire population of the United Kingdom, France, and Italy.
According to a company statement released on Friday, Reliance Retail is one of India's largest retailers, with a turnover of $26.3 billion for the fiscal year ending March 2022.