Brett Lee’s obsession with India continues as he joins hands with H&A to extend his existing line of active wear clothing to the Indian market. H&A is a brand that does not concentrate on high-end fashion, it is more into affordable fashion and in that realm this company had never delved into active wear. It came as a shock, since the fast bowler has a reputation that can easily get him to endorse any international brands and he still choose to get lend his name to a run-of-the-mill clothing line.
Brett Lee’s fascination with India dates from ICC 2006 Champions Trophy in India, where he had not only wooed a major chunk of Indian population but had also created a niche for himself in the Indian market. To get a better grip of the market he had also recorded a duet with Asha Bhonsle, a much celebrated Indian artist, and had endorsed a couple of brands too. On the other hand, H&A is a nascent brand and it only focuses on the domestic market of India. By commoditizing Brett Lee’s image of a fast bowler the head honchos of the clothing company are a sales profusion, head of H&A said ““Lee a well-known Australian cricketer enjoys a huge popularity in India. With a focused sales and marketing effort, H&A would help reach out the Brett Lee collection to customers across India.”
The company has approximately 170 shops across India and is striving hard to expand its business and to find itself a place in the map. Taking such a risky move of associating with a nascent brand is not at all a smart decision on Brett Lee’s part in fact it clearly looks like an act of desperation.