Mirabai Chanu is the new face of Adidas' "Stay in Play" campaign

26th August 2021, Mumbai:

Adidas has teamed with Indian weightlifting champion Mirabai Chanu to market their 'period-proof' tights in India with the launch of its new 'Stay in Play' campaign.

Chanu, who just earned a silver medal in weightlifting at the Tokyo Olympics, is Adidas' newest Indian brand ambassador. She recently unveiled the company's new 'TechFit Period Proof' tights, which have an absorbent layer to assist protect women exercising in sports while on their period from leakage. 

Chanu, who is from Manipur, was also given a personalised pair of weightlifting shoes at an Adidas promotional event, according to her Facebook profile. According to the Press Trust of India, Adidas India's senior brand director Sunil Gupta stated, "It is our goal to revolutionise our product offering and services to better serve the requirements of our varied women population." “Our goal with this device is to keep women in sports by empowering them to workout during their periods.”

“I am ecstatic to see goods that will help ladies break through boundaries and take action,” Chanu remarked. “My desire to continue in the game no matter what has always been my first priority.” Adidas noted in a statement that this new launch took two years of product development. The range, which is available at select Adidas shops around the country as well as online, is meant to let girls and women continue participating in sports throughout the month.

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