TANUSHREE BOSE JOINS ADIDAS IN BRAND COMMUNICATION ROLE

Tanushree Bose has joined adidas as Manager, Brand Communication and Activation, overseeing training, football and motorsport from Gurugram. With seven years of experience across branding, partnerships and cultural marketing, plus entrepreneurial success with her slow-fashion venture Boseys, she brings a distinctive blend of creativity, commerce and cultural fluency to the sportswear giant.

Some career moves feel like plot twists. Tanushree Bose’s latest reads more like a victory lap, complete with a new kit. The brand strategist has joined adidas as Manager, Brand Communication and Activation, taking charge of three of the sportswear giant’s most dynamic arenas: training, football and motorsport. Her base is Gurugram, Haryana, but her remit is global.  

Her own verdict on the appointment is characteristically candid. “Teenage Tanushree would be losing her mind right now. Tbh, current Tanushree is too,” she remarked when announcing the move. The excitement is understandable. Bose arrives with over seven years of experience in branding, audience development, media, celebrity management, public relations and partnerships. She has shaped distinct identities, executed integrated strategies and delivered collaborations across genres and platforms. For a company whose business thrives on culture, sport and storytelling, that is a formidable mix.  

Her entrepreneurial streak is evident in Boseys, the slow fashion and vintage store she co-founded in 2020. Advocating genderless, timeless fashion, she managed operations end-to-end, from sourcing and photography to social media and logistics. She built the website from scratch, introduced sustainable packaging and oversaw numerous shoots. The results were impressive: over 5,000 processed orders, an organic Instagram following of more than 10,000, and a celebrity clientele including Shruti Haasan, Raftaar and Yo Yo Honey Singh—achieved without paid promotion.  

Her agency years added scale. At Havas Play, where she served as Senior Manager from 2025 to 2026, Bose managed entertainment-led brand partnerships spanning celebrities, creators, music videos, branded content and experiential activations. She worked across the campaign cycle, from brief decoding and opportunity mapping to execution and post-campaign documentation. Her portfolio included Swiggy Instamart x SuperYou, De Beers on Business Evangelists of India, and Ather x Paresh Pahuja’s “Aur Kya Chahiye”. She also supported celebrity mandates such as Voltas with Ranbir and Neetu Kapoor, and Forevermark with Himanshi Khurana.  

Before that, as Strategy Manager at Bluprint, she directed artist growth and brand partnerships for talents including King, Aastha Gill and Srushti Tawade. Highlights included “Play Like Mumbai”, the official anthem for IPL 2025, and a campaign with Lucknow Super Giants. Her foundation was laid at Bombay Shaving Company, where she helped develop the women’s brand Bombae, managing communication, packaging, campaigns and ambassador activations with Alaya F.  

The common thread across her journey is clear: culture, creators and commerce, handled with equal fluency. At adidas, Bose now gets to apply that expertise to the pitch, the paddock and the gym floor. Expect her playbook to be loud, local and unmistakably cultural—a fitting match for a brand that insists true originals create trends rather than follow them.