As the fashion winds blow across the urban landscape and fitness becomes the trend, traditional sportswear brands like Nike, Adidas, Reebok and casual wear brands like Puma and US Polo are relooking at ways to make their offerings more appealing and hip and are getting designers to give their inputs. Reebok had Manish Arora created the footwear range ‘Fish Fry’ last year and Puma is tying up with designer Aki Narula. Sanjay Gangopadhyay, marketing director at Nike India reportedly said, "Since participation in sport is still not very high in India, there is a greater propensity to buy into sports lifestyle products. This is clearly expanding the overall consumer base."