Customised adidas shoes for Swapna Barman; brand inks deal with athlete,…

first_img Previous articleUEFA working on OTT streaming platform, launch expected soonNext articleAfter Kohli deal, Hero marks return to cricket with Asia Cup sponsorship Kunal DhyaniSports Tech enthusiast, he reports on Sports Tech industry and writes on sports products. Customised adidas shoes for Swapna Barman; brand inks deal with athlete, SAI By Kunal Dhyani – September 15, 2018 Brands PV Sindhu’s Stayfree digital campaign breaks record, clocks 12+ million views Cricket Business : Nike declines to renew, BCCI invites bids for Team Kit Sponsor and Merchandise Partner rights Brands Asian Games gold-medallist Swapna Barman will be an Adidas athlete now. The German footwear and sports brand will formally announce a tie-up with the champion heptathlete at an event on Tuesday. adidas will be producing customised shoes for Swapna, who has 12 toes in her feet.The Sports Authority of India and Adidas have earlier reached an understanding to support the star athlete who had created an Asian Games history with the heptathlon gold at the Jakarta and Palembang Games. RELATED ARTICLESMORE FROM AUTHOR by Taboolaby TaboolaSponsored LinksSponsored LinksPromoted LinksPromoted LinksYou May LikeGrammarlyImprove Your Spelling With This Helpful Browser ExtensionGrammarlySuresh Raina issues statement after arrest, says the incident in Mumbai was ‘unintentional’Suryakumar YadavThe Sports Authority of India (SAI) has tied up with footwear company Adidas to ensure specially-designed gear for the heptathlete, adds PTI.“After coming to know about Swapna’s case, the Sports Minister immediately directed us from Jakarta to get customised shoes made for her. We have taken up the matter with Adidas and they have agreed to provide the footwear,” SAI Director General Neelam Kapur told PTI.Born with six toes in both her feet, Swapna’s plight came to light only after she became the first Indian athlete to win an Asiad gold in the heptathlon with a career-best performance in the 18th edition of the Games in Jakarta last month.After her victory, the athlete made an emotional appeal for customised shoes and the SAI immediately sprung into action after Sports Minister Rajyavardhan Singh Rathore directed the concerned authorities to take up the matter on an urgent basis.The SAI has already sent a communication to Swapna’s coach Subash Sarkar at its Centre of Excellence in Kolkata, asking for specifications, such as size, pressure points and drawings for the customised spikes.Sarkar confirmed that he got a mail from the SAI headquarters in New Delhi on Thursday, seeking the necessary details required for the shoes. “Yes, I got a communication from SAI, Delhi asking for specification to prepare Swapna’s customised shoes. I am yet to meet Swapna as she is injured but I will provide the details soon once I meet her,” Sarkar said from Kolkata.Also Read: West Bengal government announce cash award of Rs 10 lakh for Swapna BarmanSarkar said he had told SAI officials about the need for customised shoes for Swapna just before the Asian Games but the matter gained importance only after her victory in Jakarta.“Once I informally told a SAI official about the shoe issue but I never took up the matter seriously. Actually I didn’t want her to alter things just before the Asian Games as she got adjusted to the regular shoes and was doing fine. Trying a new shoe just before the Games could have been adverse,” he said. “And she hadn’t gained fame at that time. Now after winning the gold, she has become a celebrity and every company is trying to get mileage out of her.”Swapna was identified in 2012 and since then she has been training at the SAI Centre of Excellence in Kolkata. 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