Adidas India Partners With Real Kashmir FC to Promote Football in Conflict Region

Earlier this week, adidas India announced its official partnership with Real Kashmir Football Club (RKFC), the first football team from the valley to qualify for the country’s top tier I-League. Beginning with the 2018-2019 season, adidas will become the official kit partner for the club. Leading the way as partners beyond kit sponsorship, adidas India aims at redefining the ‘Real’ Kashmir through the lens of sports and becoming the proponent of changing lives in Kashmir through football.

Real Kashmir FC has been rewriting the story of the valley by aspiring to bring positive change to the state. The club earned a promotion to the 2018-19 I-League in only two years of its inception, with a victory over Hindustan FC in 2017-18 I-League 2nd Division.

The announcement comes during a week of increased violence in the region, with a series of bombings that resulted in six civilian deaths. The Kashmir Valley has long been host to conflict; through their sponsorship, adidas aims to bring hope and unity to the area through sport.

Speaking on this significant partnership, Dave Thomas- Managing Director of adidas Group, India, said, “Through sport, we have the power to change lives and the Real Kashmir team is a great example of this. Real Kashmir and its players have shown dedication and perseverance under difficult circumstances and we are proud to support them as they create history”.

Co-owner of the club, Shamim Meraj said, “At Real Kashmir, adidas is not just a sponsor. It is the first global believer in the talent and passion of RKFC. adidas is our partner, and truly an integral part of RKFC and through that of J&K”. “With a global player like adidas as our sponsor, RKFC is being recognised as a potential winner. adidas’ winning way will surely rub off onto us”, added Sandeep Chattoo, co-owner RKFC.