Why has Adidas India teamed up with Unnati Malharkar and MNV?
adidas India has partnered with digital creators Unnati Malharkar and Manav Chhabra (MNV) to promote its latest performance running shoe, the Adistar Control 5. The collaboration unfolds through a social media reel that blends movement, fitness and lifestyle storytelling. It moves beyond a conventional product showcase. Featuring the hashtag #AdistarControl5, the campaign aligns with adidas India’s digital-first marketing strategy. This strategy is aimed at connecting with younger audiences through creator-led content.
Who are the creators leading this campaign?
Unnati Malharkar is one of India’s best-known dance creators, celebrated for her choreography, fashion and fitness content. Her energetic style makes her a natural fit for a campaign centred on movement and endurance. Joining her is Manav Chhabra, popularly known as MNV, a lifestyle creator recognised for entertainment, travel and fashion-driven content. Together, the duo brings complementary audiences. They combine dance, fitness, lifestyle and youth culture to broaden the campaign’s appeal across Gen Z and millennials.
Why is this collaboration significant?
The partnership highlights how sportswear brands are increasingly turning to influencers who shape culture beyond sports. With Unnati Malharkar and MNV bringing together diverse yet complementary audiences, adidas India expands the reach of the Adistar Control 5. At the same time, it reinforces its message of comfort, stability and confident movement. The campaign showcases how creator collaborations continue to play a vital role. They connect performance products with today’s social media-driven consumers.
How does the campaign position the running shoe?
Rather than focusing solely on technical specifications, the campaign instead presents the Adistar Control 5 as a lifestyle companion for those constantly on the move. Dynamic visuals of Unnati and MNV in action reinforce themes of confidence, stability and comfort. This makes the product feel relevant to everyday workouts, running sessions and active lifestyles. This storytelling approach helps the shoe resonate beyond dedicated runners.
The Adistar Control 5 is adidas’ stability-focused running shoe, designed for runners seeking reliable support during daily training. It offers enhanced cushioning, smooth heel-to-toe transitions, breathable construction and a durable outsole. It balances comfort with everyday performance.
What marketing strategy is Adidas India adopting?
The collaboration reflects a growing shift towards creator-led marketing, where authentic storytelling replaces traditional advertising. By leveraging short-form video, organic product integration and lifestyle-focused content, adidas India is making the Adistar Control 5 more relatable for digital-native consumers. Instead of relying only on professional athletes, the brand is tapping creators. These creators reach communities that value fitness, fashion and entertainment.