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MS Dhoni launches lifestyle brand ‘Seven’ with Rhiti Group

MUMBAI: RS Seven Lifestyle, a part of Rhiti Group, has launched its active lifestyle brand Seven.

Under the ‘Seven’ banner, the company will manufacture and market running, training, indoor, and athletic-leisurewear apparel and footwear.

DhoniSeven is a brand designed to appeal to the modern youth – #changemakers – who are bold, confident go-getters, unafraid to go after what they want on their own terms. The brand aims to drive home the point that fitness is accessible to not just sportspersons but everybody, whether you want to break a world record or simply break a sweat.

At Seven’s launch, Mahendra Singh Dhoni was announced as the brand’s global ambassador. He will look to project Seven’s can-do attitude.

In addition to being the face of the brand, Dhoni is closely involved in the design and development of the Seven range of footwear. His insights as an athlete have helped the design team in putting the range together and his inputs will be available to them in the future too.

Research and development has gone into crafting the Seven product range that will be available across India and ther international markets. In its opening season, Seven products will have an all India distribution channel and will be made available across multi-brand retail stores and large format retail stores. Seven will also be available on Flipkart and its own e-store and corporate sales.

The brand’s TVC featuring young India and MS Dhoni was unveiled for the first time to the press & media. The film espoused and advocated change, one day at a time, portraying the young generation as the #changemakers of India.

Speaking about the company’s foray into the retail business Rhiti Group CMD, promoter Arun Pandey said, “At Rhiti Group we have always wanted to be associated with fitness and an active lifestyle in a meaningful manner. We believe fitness is everybody’s right and not the sole domain of professional athletes. ‘Seven’ we believe will be the changemaker that nudges people to make this shift not just in the thinking but also in the doing. And in MS Dhoni we have the perfect brand leader to inspire people to do just that. A range of footwear like Seven has always been MS’ dream and I’m glad that today with his involvement and expert inputs with the footwear division, we’ve been able to fulfil that dream and offer Seven to the world.

Dhoni said, “The Seven ambition is all about making fitness an intrinsic part of every city, every town, every school, every home. In my opinion, you don’t have to be a professional athlete to take your fitness seriously. All you need is the motivation to lead an Active Lifestyle. The thought-process and positioning of Seven really excites me and I think it will strongly resonate with the youth of India as well. It has always been my dream to have my own brand of footwear in the market, which offers high quality products at affordable price points for the larger masses. And that opportunity came to me with SEVEN, wherein I’m closely involved with the design and development of the footwear division, and I keep offering my inputs to the design team on a regular basis. Interestingly, Seven is also the number that I sport on my shirt, which only increases my fondness for the brand. I do hope that Seven’s vision for change become a reality.”