Rhiti Sports Management, a sports marketing and celebrity management firm that represents Indian cricket captain, Mahendra Singh Dhoni, has launched an active lifestyle brand called Seven.
Dhoni will be the global brand ambassador for the brand that will come out with sports and leisure-wear apparel and footwear. Seven is also Dhoni’s official jersey number when he plays for the country.
Managing director, Arun Pandey said a new company RS Seven Lifestyle will manufacture and market running, training, indoor, and athletic leisure wear apparel and footwear under Seven brand. It has already signed up distributors in the US and Middle East besides 15 distributors in India. Pandey said Dhoni is closely involved in the design and development of the Seven range of footwear.
Rhiti Sports, along with a few other investors, will spend Rs 150 to 200 crore on developing and distributing the brand, Pandey said.
Dhoni will have a licencing agreement with the company. Pandey said the company will get merchandise contract manufactured in India, China and Vietnam to begin with. “But we are trying to see if these manufacturers can be brought to India to manufacture here,” he said. The firm is designing the products in house and a team of professionals is already working on it.
