Spanish sportswear brand KELME has officially entered the Indian market with the launch of its flagship experiential store in Noida, marking its offline debut alongside the rollout of its e-commerce platform. The 1,000 sq. ft. store showcases over 150 product SKUs and more than 500 variants, spanning performance-driven apparel and footwear designed for both indoor and outdoor sports.
Founded in 1960 and present in over 100 countries, KELME is now targeting India’s rapidly expanding activewear segment with a strong focus on technically engineered products. Its offerings emphasise performance features such as moisture management, breathability, and durability—key attributes suited to India’s tropical climate and the growing demand for high-intensity sportswear.
The brand’s India operations are backed by RSN Sports, which will play a critical role in driving retail expansion and market development. As part of its growth strategy, KELME plans to adopt a franchise-led model, aiming to open around 70 exclusive brand outlets (EBOs) across the country over the next three years. Alongside physical retail, the company is also strengthening its digital presence to tap into the rising online demand for sports and fitness products.
Beyond retail expansion, KELME is positioning itself as a long-term player in India’s sports ecosystem through initiatives like ‘Project 1000’, which aims to support and nurture 1,000 aspiring athletes. This move reflects a broader strategy to build brand affinity at the grassroots level while aligning with the country’s increasing focus on sports participation and performance training.
With a legacy spanning more than six decades and strong global sporting credentials, KELME is entering a competitive Indian market dominated by both international giants and homegrown brands. However, by focusing on performance-led innovation, athlete engagement, and a hybrid retail strategy, the brand is aiming to carve out a distinct space in India’s evolving sportswear landscape.
