Premium sneaker stampede sweeps India off its feet and Adidas is game for it

The trend of premiumisation is gaining momentum in the footwear, watches, and gym apparel market, with consumers seeking quality, exclusivity, and a deeper connection with their brands. Adidas and Myntra have seen a 30-40% increase in premium options on their website, reflecting this trend. India's large population aspiring for better products and a natural consumer behavior of constantly seeking improvement are driving this trend.