MUMBAI: Zee TV’s flagship dancing reality show Dance India Dance (DID) has announced its tie-up with sportswear giant Reebok to launch apparel range and unveil the Top 18 contestants of the show.
For this season of DID, the channel has ventured into an unexplored territory, the revenue sharing and licensing deal with Reebok.
Reebok has designed a customised range of DID dance gear and will retail it in nearly 100 outlets across the country.
Zeel head-marketing national channels Akash Chawla said, “The DID brand stands for great quality of dancing and extreme rigor. DID has always been a progressive brand which has been an aspiration to many. Taking this forward, this season we have ventured into a licensing contract with Reebok. This is a first at Zee TV that a costume range will be unveiled. As a part of this arrangement this will help us to extend our brands into new product categories to drive strategic growth for the company and will also help increase the popularity of the brand.”
Reebok brand director Sajid Shamim added, “At Reebok, we have always focused our efforts on creating products that bring elements of life, sport and style together. Through this association with DID, we are celebrating fitness through the medium of dance which at its core is fun and enjoyable. We believe that the DID collection, has taken its inspiration from the various forms of dance. Comprising of graphic t-shirts in vibrant and bright colours, this collection celebrates the spirit of dance.”
Reebok’s association with DID is brought to life through a vibrant and dance inspired collection. This association brings together daily wear and value-added design elements. There are graphic T-shirts and hoodies for men, with ‘Born to Dance’ and ‘Live Love Dance’ written in bright neon colours. Special ‘DID’ dance pants are also available in black. The women’s collection has a ‘DID – Born to Dance’ racer back and flick pant for all the hardcore dancers.
