Myntra has recently kicked off a category focused campaign showcasing its depth and range of sports apparel and footwear. The fashion major has created a one stop destination for sports attire – a curated selection of apparel, footwear and accessories for sports enthusiasts.
The e-tailer has introduced key features like ‘Shop by Sport and Shoe Finder’ technology that enable customers to shop for exactly what they want by filtering products as per their specific requirements. The platform has also added a feature called ‘assisted shopping’ where customers can dial in and speak to a support expert who will guide and navigate the customer through the sport shopping experience.
The campaign also seeks to leverage and showcase the platform’s expansive sports brand portfolio to reach out to one of the fastest growing fashion segments in India. With over 100 sports brands including some of the iconic names in the category, the company claims to offer an unparalleled range of sportswear for people looking to engage in a wide variety of sporting activities.
Commenting on the campaign, CMO & Head – International Brands Business, Myntra, Gunjan Soni, said, “Sportswear has been growing at 45 per cent YoY and is one of the largest categories on Myntra. The Sports Campaign aims to unequivocally establish us as the foremost destination for all your sportswear needs. A unique attribute for this category is need for advice and keeping this in mind we have added some features to assist customers while shopping. We have also created a specialized sports store on the Myntra app to cater to the unique needs of customers and we are seeking to drive awareness for these offerings through this campaign”
The TVC features a newbie sports enthusiast trying his hand at different sports to see which suits him best, while Myntra provides him with one stop access to all the sportswear he needs for each sport. Narrated in a humorous and engaging tone the TVC, with 30 and 60 second edits, establishes the brand as the de facto destination for sportswear. I