New Delhi, Nov 03: For Asian Footwears, cricket legend MS Dhoni’s role reaches well beyond the campaign frame. Over the course of the association, Dhoni has become a valued voice in the brand’s product journey, lending the instincts of an athlete who has spent a career on his feet to how its shoes are worn and assessed.
From time to time, Dhoni shares his feedback with Asian Footwears on the different shoes he wears, and these conversations have become a useful bridge between the playing field and the design table. Having worn the brand’s shoes for the past two years, he speaks from lived use rather than a brief, and his observations on durability and cushioning are valued by the brand as it thinks about performance and product development.
His recent visit to the company’s manufacturing facility in Bahadurgarh, Haryana, was one such moment in this continuing association. At the facility, he spent time with the teams and shared his feedback on durability and cushioning, among the qualities that decide how a shoe holds up over hours of play.
Dhoni was also taken through the stages of manufacturing, from materials to the finished shoe, exchanging notes with the teams along the way. For the people building the products, the conversations offered something no lab test can fully replicate: a view of the shoe from the athlete who wears it.MS Dhoni is a fan of Asian Footwears’ Hyper Cushion (ETPU) range, which the brand has been extending, with its comfort technology, from sports shoes to sneakers and walking shoes to cater to diverse consumer needs.
“MS Dhoni has never been just a face for Asian Footwears. He has worn our shoes for two years, and he engages with them the way an athlete engages with his equipment, closely and honestly. When he shares his feedback with us, he brings clarity on durability and cushioning that only comes from real use, and it helps us think about what the next version could do better. That kind of feedback from someone of his stature is invaluable to us as we build our products,” said Mr Rajinder Jindal, MD & Chairman, Asian Footwears.
“I am truly amazed by how seamlessly the entire manufacturing process is integrated, right from the initial stages to the finished shoes. The scale of production and the sheer number of shoes being manufactured are equally impressive.”, said Mahendra Singh Dhoni
The partnership reflects Asian Footwears’ belief that the best sports footwear is shaped by the people who put it to the test. With Dhoni’s continued association, the brand is building a closer link between on-field experience and its products, one that can keep informing the evolution of its sports footwear portfolio.
