September 8 – Reebok has unveiled the new NorthEast United FC (NEUFC) shirt, marking its return to professional football sponsorship in India.
Two-time Durand Cup winners NEUFC represent the eight states of North-East India, and the new shirt features eight stars to pay tribute to them.
The launch was led by Aryaman Vikram Birla, director of Aditya Birla Group, and John Abraham, co-owner of NorthEast United, who together unveiled the next season’s shirts.
For Reebok, it’s a return to a market it has worked in for a long time and a bet on football specifically rather than the cricket-led offerings it is best known for in India.
“Sports is entering a defining phase in India and sportswear is becoming one of the most exciting opportunities within fashion and lifestyle,” Birla said, calling Reebok “one of the fastest growing brands in our fashion portfolio.”
Abraham said: “Reebok’s sporting heritage speaks for itself, and this partnership with NorthEast United FC is a special moment for us”, adding that it reflects “the ambition we have for the club, both on and off the pitch”.
Reebok India brand head Arjun Ramamoorthy was also clear about the direction. “Football gives us a real platform to engage with a new generation of consumers,” he said, noting the club’s cultural and sporting appeal.