Kyra joins the branding band wagon.
Like all things sports, Kyra Shroff India’s latest tennis sensation and youth icon has joined the branding band wagon.
It’s not just tennis, tennis and more tennis for Kyra. Nike, world leader in sports wear has identified her to be one of their brand ambassadors for their new line up of off-court sports cum fashion wear. Mumbai Girl Kyra Shroff was India’s lone campaigner at the junior Wimbledon this year. The teenager has a lot of India’s youth and budding talent looking up to her.
One of the largest sellers of sportswear in the world, 'Nike' began as a maker of athletic shoes, then branched out into shoes and clothes for athletes and those who wanted to dress like athletes. The company was established in the mid-1960s, just in time to take advantage of the American fitness craze, which inspired average people to buy specialized sports shoes and clothes. Most people contribute to the millions of dollars revenue each year to buy their specialised sportswear never take part in the sport for which their apparel was designed. However, since the late 1970s fitness has been in fashion, and it is almost as fashionable to dress like an athlete as it is to be one.
In each era a different sport has inspired fashion or has been in fashion directly, like baseball jackets and caps were in fashion once and then Basket ball inspired and was itself a part of the 'hip-hop' culture. In Europe football has always inspired fashion. India is yet to move ahead of cricket.
Nike was founded by two athletes seeking to improve athletic footwear. Bill Bowerman who was track coach at the University of Oregon and an accounting student he had coached, Phil Knight. In 1962 they formed a company, Blue Ribbon Sports, and began to import Japanese track shoes. In 1966 Bowerman, Knight, and others formed their own manufacturing company, which they named Nike, for the Greek goddess of victory. A graphic arts student at the University of Oregon named Carolyn Davidson designed a logo for the new company, a simple "swoosh," a curved shape that suggested motion. The swoosh today is almost a cult symbol.
When asked about being a part of the Nike campaign Shroff said, ”Even when I was not a brand ambassador for Nike I always liked to wear Nike, be it on court or off. When I’m not playing tennis or you would find me going out in a Nike Tee, a pair of jeans or tracks, and Nike sneakers, because I feel extremely comfortable in them.” She said.