Metro Brands is stepping up its presence in the athletic and sportswear market with the launch of MetroActiv, a new multi-brand retail format dedicated to performance and fitness categories.
The Indian footwear and lifestyle retailer is also expanding its partnerships with Foot Locker and New Era. The strategy positions the Mumbai-based group to tap into India’s fast-growing premium and performance lifestyle market.
About MetroActiv
Located in major Indian cities, the new stores carry products from leading global brands such as Nike, Adidas, Puma, Asics, Skechers, New Balance and Fila. The concept combines premium product assortments with experiential retail, integrating community engagement and digital wellness tools through its e-commerce platform.
Why it matters
Metro’s move signals the growing convergence between sportswear, athleisure and lifestyle retail in India, one of the world’s fastest-growing footwear markets. The launch strengthens the group’s position against global entrants and online platforms vying for Gen Z and millennial consumers.
Three partnerships driving the strategy
Metro Brands is building its sportswear push through a trio of strategic collaborations:
- Foot Locker is expanding beyond its initial India presence with Metro, deepening the partnership to roll out additional stores and integrate a hybrid physical-digital experience powered by Nykaa Fashion – bringing global sneaker culture closer to India’s urban youth.
- New Era, the iconic headwear and streetwear label, is making its official Indian debut through Metro’s distribution network, anchored by a flagship store that signals the brand’s long-term commitment to the subcontinent’s growing streetstyle scene.
- Clarks, meanwhile, continues to serve as the cornerstone of Metro’s premium casual footwear offering, balancing heritage craftsmanship with modern lifestyle appeal.
Our SGI Europe take
Metro Brands aims to reach 1,000 stores by FY27, expanding both physical retail and online channels. The strategy diversifies the company beyond its core formal and family footwear categories into high-growth sports, lifestyle and streetwear segments – positioning it at the intersection of India’s fitness boom and premium retail expansion.
