DBL Lifestyles, a subsidiary of DBL Group, is set to unveil an outlet of the renowned German sportswear and footwear giant Adidas in Dhaka. 

Positioned strategically opposite the Apex flagship outlet and adjacent to the Hotel Renaissance on Gulshan Avenue, the Adidas outlet promises to offer a diverse range of shoes, sportswear, and accessories to cater to the burgeoning affluent class.

Rezwan Habib, head of business operations at DBL Lifestyles, revealed that preparations for the launch are nearing completion. 

DBL Lifestyles, known for its franchise partnerships with global brands like Nike, Puma, and Levi’s, is now poised to officially market Adidas products in Bangladesh.

DBL Group, leveraging its successful track record, ventured into the sportswear retail segment with the launch of the Puma outlet in April 2019. With five Puma outlets across Dhaka and Chattogram, the group subsequently secured franchise partnerships with other industry leaders.

In mid-2023, DBL Group introduced a Nike outlet in Banani. This was followed by the recent launch of a Levi Strauss & Co. outlet, marking DBL Lifestyles’ third franchise deal.

While Bata remains an official Adidas dealer, DBL Group’s foray into the Adidas market is not expected to adversely impact Bata’s business operations.

Notably, TK Group’s previous venture into the sports retail sector with Decathlon faced challenges, leading to the outlet’s closure in Uttara. However, DBL Group’s strategic approach and established partnerships signal a promising trajectory for the Adidas outlet in Dhaka.