Virat Kohli Raises a Toast with PUMA for the Launch of His Brand One8
by EVENTFAQS Bureau Marketing | November 16, 2017 | News
Virat Kohli Toast Events Puma
On 9th November 2017, another milestone was etched in the history of sports in India, as India’s leading athlete Virat Kohli unveiled his own brand One8 – a collection of athleisure wear reflective of Virat’s personal belief, created in collaboration with PUMA. Toast Events was given the mandate to; in creative collaboration, plan and execute the launch.
Toast Events created an interesting play to launch One8, integrating and showcasing the line with the skipper Virat Kohli himself. The launch of his brand is backed by the movement Come Out and Play, which aims to bring about a groundswell invoking Indians to adopt an active lifestyle, where playing is an integral part. The movement promotes playing not with a competitve spirit, with the aim to win but for the sheer joy and benefits of it.
One8 saw an unconventional sports venue, Select Citywalk Mall, Delhi become the choice for hosting the launch event. Creatively balancing the scales of great products, fashion and the love of the sport, Toast Events conceptualized the layers of the event presenting new and interesting content for brand patrons, potential TG, sports fans and the media with the revelation of the logo and the launch of the campaign.
With a power packed day, the event started with a presentation by PUMA to selected members of media, showcasing the association and the brand One8 to be launched. With a volley of interviews after, Virat strongly spoke about his mission to motivate Indians to achieve better physical health by urging them to incorporate play into their daily lives. To encourage everyone to find ways to lead an active lifestyle, One8 has been developed as an athletic leisure range, in collaboration with PUMA, the fastest global sportswear brand in the world.
Later moving to the plaza area at the mall, where an enclosure created showcasing a larger than life PUMA cat on a turf stage invited the audience to a spectacle about to be witnessed. Unveiling the brand logo from behind the cat, One8 was unveiled to the thousands of audiences who gathered to see the magic unfold as Virat took to the floor and announced his One8 crew with whom he played games of football and basketball. The sportsman tried to induce a change in mindset amongst Indians as he appealed to stop looking at sports as a distraction but rather, make it an integral part of the Indian culture.
The act of physical play in our country is almost completely dropped once schools, colleges, and jobs take priority. But playing actually frees our minds, teaches us to deal with pressures while having fun, aids tactical decision making, teaches us teamwork, and keeps us healthy - all things essential to success. One8’s message - Come Out And Play - is a multifaceted movement targeted at every Indian across the country. The movement aims to highlight the simple joys of playing and how it can be seamlessly integrated into everyday life – whether at work or at home.
With the venue being unconventional, so was the format of the game. with the belief - it is not the equipment that makes a game, it’s the joy of the sport that does. To present the same sentiment, the court was created on the floor and the ‘Playmaker’ tapes stretched across the plaza to make this the game arena. Indians were invited to stretch the tape and begin the play. Come out and Play.
Creating a unique experience for the media, Virat took them to the PUMA store and took them through the collection, his thoughts on the construction, design, and practicality of the garments created, displayed on an interestingly designed and constructed installation. He presented how One8 has been developed, in collaboration with PUMA, the fastest global sportswear brand in the world.
Team Toast Events with Virat Kohli and Puma MD-Abhishek Ganguly
The name of the collection, One8 being derived from Virat’s jersey number, 18 – a number that is special to him and which he holds in high regard. Each piece of the One8 collection demonstrates his bold and dynamic personality while staying true to his passion for pursuing an active lifestyle. By incorporating subtle branding, look and feel, PUMA has emphasized the simplicity of Virat’s personal style, while bold graphics are infused to connect with Virat’s on-field persona. Across the collection, PUMA has used premium fabrics crafted with a contemporary style. While the One8 line currently comprises athleisure apparel, performance apparel, footwear, and accessories will be introduced in the upcoming season.
Commenting on the launch of One8, Virat Kohli said, “The One8 range is very close to my heart. It is my way of calling out to Indians to Come Out and Play because feeling fit and looking active is a simple first step towards leading a more active lifestyle. The collection is very versatile and is a mix of fashion and functionality. I have been deeply invested in the design and ideation behind the products, with PUMA designers even browsing through my wardrobe for inspiration! Partnering with PUMA to create One8 is also great because the brand is such a fit with my personality and will ensure that ‘Brand One8’ is constantly evolving.”
Abhishek Ganguly, Managing Director, PUMA India said, “Virat Kohli is an inspiration and role model for the youth today. He has carved a niche for himself by pursuing his dreams and is the perfect example of how sport can make one a well-rounded individual. We believe collaborating with Virat is the right direction for both the brand and a movement as important as Come Out and Play.”
Commenting on the launch, Michelle Sanghvi, Business Head, Toast Events said “Our association with PUMA has been long and is deep-rooted. As we work together towards better and stronger activations each year launching, developing campaigns for different markets – for different audiences, it’s the spirit of reinvention and drive of taking it to the next level, which really keeps us going. Last year, with PUMA we executed landmark events like the legend Thierry Henry’s visit and the Guinness World Record-winning – DO You, with participation from thousands of women across India."
"This year setting a new landmark, the launch of Virat Kohli’s One8 brand with PUMA, presented a whole new gamut of excitement. Taking sports outside the area of the convention, with strong messaging, reaching out to thousands as Virat not only unveiled his brand's logo but also showed the audiences the true spirit of Come Out and Play as he played games of football and basketball with sports enthusiasts from across the country. Working with many challenges given the euphoria of the brand and Virat himself, we knew we were up for a serious challenge, so with the challenge taken, all we had to do was come out and play”- she added.
The launch of Virat Kohli's brand is backed by the movement Come Out and Play, which aims to bring about a groundswell invoking Indians to adopt an active lifestyle.