Adidas launches VRCT jacket inspiring self-expression

by Apparel Resources News-Desk

16-September-2019  |  4 mins read

Adidas

Sportswear giant Adidas has launched a fresh new athletics franchisee ‘the Varsity jacket’ – a canvas of self-expression and individuality.

Launched to inspire individuality in creators including athletes, the jacket comes with a customisable badge making it a vehicle of self-expression, allowing one to show the world what one truly believes in.

Inspired by the iconic varsity jacket which is worn by high school and college students world over to represent team pride, VRCT reworks the iconic design of a classic bomber aesthetic with a sleek, modern fit.

Featuring flexible, lightweight material, the jacket offers maximum freedom of movement, while a soft double-knit fabric enables year-round wearability.

To celebrate the campaign and give wings to the idea of self-expression, Adidas has been working with leading women athletes in India who have overcome multiple challenges both on and off the field and displayed immense individuality to succeed. These include national icons like heptathlete Swapna Barman, squash player Dipika Pallikal, boxer Simranjit Kaur and sprinter Hima Das who will be the leading voice of the campaign in India.

Adidas launches VRCT jacket

The launch of the VRCT jacket saw Swapna, Dipika and Simranjit lead a panel discussion where they spoke about their journey as athletes and emphasised on staying true to themselves.

Being proud of her imperfections, Swapna said, “Embrace your flaws and wear them like an armour so no one can use them against you. I believe my imperfections have been my biggest motivation to succeed. I’m so happy to be working with Adidas on the Adidas VRCT jacket that allows me to own and celebrate by imperfections.”

Present at the launch along with Adidas ambassadors, Manish Sapra, Senior Marketing Director, Adidas India, said, “Adidas has always inspired athletes through products and campaigns. Today’s youth, whom we refer to as creators, are looking for various avenues to express their creativity and individuality. Through the VRCT jacket, we are providing the youth of today a platform to show what they stand for.”

The consumers also engaged with a special ‘WeRepresent Zone’ where they customised their badges and got a chance to wear them on their VRCT jacket with pride.

Jacket

The VRCT jacket will be available across select retail stores in the country and at the brand’s website, priced at Rs. 6,999 for men and women.

To inspire creativity and self-expression, the VRCT jacket features a classic Adidas ‘A’ team badge that can be interchanged with 8 other badges with messages like:

AUTHOR: You are the author of your own life. Choose your story, take ownership, and be your own protagonist.

I’MPERFECT: Acceptance starts from within. Embrace your natural self and use your flaws as an armour, and you’ll truly realise your potential.

FAMILY: Everyone needs someone they can fall back upon when life throws challenges their way. Always put up for the hero who is your rock!

BRAVE: Brave is believing. It’s about breaking free and looking towards the future. It means building something from nothing.

SACRIFICE: When you set a goal, you have to give your all. There can be no regrets. If you don’t sacrifice, you sacrifice your goal.

OCEAN LOVE: No Oceans. No air. No life. It is cool to care.

RKFC: Sports has the power to change lives. And it’s not more true than for the Real Kashmir FC that has fuelled positivity in the land of Kashmir through football.

ALL ROUNDER: You are the all in one in your game, life and world.

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