Adidas Strikes An Endorsement Deal With Suhana Khan In India 

Adidas has struck an endorsement deal with emerging actor Suhana Khan as the latest face of the brand in India.     

The 25-year-old—daughter of Bollywood icon Shah Rukh Khan—is poised to play an influential role in the sport brand’s move to engage with the next generation.  

The collaboration begins with a focus on the Superstar, an adidas Originals’ classic shell toe sneaker, as it is reinvented for the current generation of sneakerheads.  

Following the deal, Suhana Khan stated, “I’m super thrilled to be joining the iconic adidas family. The brand has always held a special place in my heart, with its classic sneakers being a staple in my wardrobe. adidas Originals stands for creativity, authenticity, and staying true to yourself — values I truly admire. To now be part of a legacy rooted in culture that has inspired so many across the world feels incredibly special.”

Neelendra Singh, General Manager of adidas India, echoed, “At adidas India, we have always believed in the power of cultural creators, those who shape the now and define what’s next. Suhana Khan infuses fresh energy into some of our most iconic apparel pieces and classic sneaker silhouettes like the Superstar, reimagining them for a new generation.”

According to ASN data, adidas (20.8%, US$258.9m+) is the 3^rd largest spender for its category in the Asian sponsorship market since Q322, with an average quarterly investment of almost US$21.9m during this period. The forecast for Q225 is tipped to hit almost US$28.4m, about 29.7% higher than its usual average quarterly spend. The three biggest markets for its spends are Japan (46.7%), India (28.1%) and China (9%).  While the bulk of the deals tend to be in sport, the brand does have celebrity (non-sport) endorsement deals with Chinese actor Chen Xiao (US$536k)  and K-pop band Blackpink (US$1.3m+).