Tanushree Bose joins adidas to drive brand communication and activation across training, football and motorsport

DELHI: Some career moves read like a plot twist. Tanushree Bose’s reads like a victory lap with a new kit on. The brand strategist has joined adidas as manager, brand communication and activation, in charge of three of the sportswear giant’s loudest arenas: training, football and motorsport. Her base is Gurugram, Haryana.

Her own verdict is characteristically unfiltered. “Teenage Tanushree would be losing her mind right now. Tbh, current Tanushree is too,” she says in announcing the move.

The appointment is easy to explain. Bose brings over seven years of experience in branding, audience development, media, celebrity management, public relations and partnerships. She has shaped distinct identities and executed integrated strategies to grow presence and value, and has led brand collaborations across genres and platforms. For a company whose business runs on culture, sport and storytelling in equal measure, that is a useful mix.

Start with the entrepreneurial streak. Since August 2020, Bose has been co-founder of Boseys, a slow fashion and vintage store that advocates genderless, timeless fashion. She managed end-to-end operations, from sourcing, photography and videography to editing, social media, consumer insights and logistics. She also built the website from inception, oversaw edits and numerous shoots, and introduced innovative sustainable packaging.

The results speak for themselves. Boseys has processed over 5,000 orders to date and built an organic online community with more than 10,000 Instagram followers. Its clientele includes celebrities such as Shruti Haasan, Raftaar, Sez on the Beat, Yo Yo Honey Singh and Tony Kakkar, won solely through organic advertising and word of mouth. Few start-ups can claim a celebrity client list without paid promotion. Fewer still can claim it as a side effect of good taste.

Her agency years added scale. As senior manager at Havas Play from August 2025 to September 2026, Bose managed entertainment-led brand partnerships spanning celebrities, creators, music videos, branded content, experiential activations, airport media and cultural properties. She worked across the full campaign cycle, from brief decoding, opportunity mapping and proposal development to budgeting, negotiation, execution coordination and post-campaign documentation. She collaborated with clients, talent teams, production partners, media owners and internal stakeholders, and created pitch decks, campaign notes, award entries, case studies and client-facing communication.

The campaign list is long. On branded content and entertainment partnerships, she worked on Bhog Elo Charpeye Der, Swiggy Instamart x SuperYou, Swiggy Scenes: Uncoop Yourself, Swiggy Mother’s Day: Maa Ki Pitayi and De Beers on Business Evangelists of India, supporting campaign development, brand integration, partner coordination and case-study articulation. On music and talent-led integrations, she worked on Ather x Paresh Pahuja, “Aur Kya Chahiye”, covering brand fit, integration planning, deliverables, timelines and client coordination.

In celebrity and brand ambassador mandates, she supported the Voltas brand ambassadorship with Ranbir Kapoor and Neetu Kapoor, and Forevermark store launch appearances with Himanshi Khurana and Neetu Chandra, covering talent recommendations, coordination and campaign planning. On the ground, she worked on the KurlOn airport activation with Urbannaps, supporting the experiential concept, execution planning, partner coordination and stakeholder management.

Before that, as strategy manager at Bluprint from July 2024 to June 2025, Bose led the overall strategic direction for the artists on the roster, ensuring their growth aligned with both creative vision and business objectives. She also managed brand partnerships, raising her talent’s reach and industry presence. The artists she managed include King, Aastha Gill, Srushti Tawade, Natania, Nake, Rabab, Bombay The Artist, Bharg Kale, Charan and Paresh Pahuja. Work from this period includes “Play Like Mumbai”, the official anthem for IPL 2025 for Mumbai Indians, and a campaign with Lucknow Super Giants featuring Bharg Kale and Lothika.

Her brand-building foundation was laid at Bombay Shaving Company, where she spent two years. She joined as brand associate in June 2021 in New Delhi and became assistant brand manager from April 2022 to May 2023. She worked with the business head to develop the women’s brand Bombae, setting brand tone and personality, looking after top-funnel, brand-building activities, and managing packaging, brand communication and aesthetics. She designed website wireframes, oversaw consumer insights, implemented performance marketing strategies and brand campaigns, planned go-to-market strategies and executed ads. She also conceptualised photoshoots and video content, managed social media platforms and led a team of 8 to 10 designers, editors, copywriters and social media executives.

She was the point of contact for brand ambassador Alaya F, and the central point of contact for Bombae across all company departments and external agencies. That meant coordinating with PR agencies, influencers and celebrities for shoots and activations, and overseeing marketing campaigns that drove growth in social media followers and sales. She also took on copywriting, design using Canva and content creation, played a key role in launching the “Barbershop with Shantanu” podcast and contributed to its first episodes. After leaving, she continued to provide consulting support to the company on shoots, scripts and strategic direction.

The common thread is plain: culture, creators and commerce, handled with equal fluency. At adidas, she now gets to apply it to the pitch, the paddock and the gym floor. Expect the playbook to be loud, local and unmistakably cultural.