All for Padel (AFP) is planning to field its own brand, according to a pair of reports in CMDsport. The brand is to make its debut in December (for the Christmas season); include racquets, apparel and shoes; and take aim at “the new generations.”
CEO José Luís Sicre assures CMDsport that the company is proceeding with the blessing of Adidas, whose brand is all over the company website – because AFP has for the past 12 years held the worldwide Adidas license to design, manufacture and commercialize racquets, accessories and courts. “Adidas wants strong partners with a capacity for growth. It does not want to limit our potential as a company as long as we meet the objectives of the licensing contract between us.”
“Our idea,” he continues, “is for the two brands to coexist. Each is aimed at a different target, and the product and marketing alike are designed to meet that objective.” There are key differences baked in, but what those differences are, Sicre is not yet saying, opting instead to preserve the mystery. Consumers, he says, will determine how successful they are.
Unlike his counterparts at Head Spain and Royal Padel, who have been predicting a consolidation, Sicre believes that “the pádel market is still growing, and its followers are demanding new ideas, designs and styles of communication.” The new brand “increases our value as a company, complementing a varied business portfolio that will enable us in the coming years to lead the pádel market.”
AFP Group generated more than €44 million in sales last year from its more than 40 countries of operation. Spain is AFP’s top country for court installations, with more than 15,000.
