ASIA-PACIFIC – NEW DELHI, INDIA, MARCH 2011 – adidas unveiled ‘Bring it on”, an athlete-studded campaign that seeks to inspire athletes and remind them of the significance of hard work, focus and self-belief in sports. The four-ad campaign features top cricketers Sachin Tendulkar, Virender Sehwag, Kieron Pollard, Lasith Mallinga and Dwayne Bravo. The film, directed by Uzer Khan. was launched on www.facebook.com/adidascricket and aired on TV last weekend.
‘Bring it on’ presents the doubts, insecurities and fears that cloud the minds of even the greatest athletes and how they overcome these by honing their abilities. Athletes have to face up to the opposition who constantly pry their weaknesses, to critics, to the love of expectant fan’s, to injuries, to inexplicable loss of form. ‘Bring it on’ captures the essence of this struggle and illustrates how great athletes confront doubt and celebrates the indomitable spirit of the world’s greatest athletes.
Speaking about the campaign Sachin Tendulkar said “In Cricket, you have targets but don’t always achieve them. This campaign is about self-belief & being ready so that when the big moment comes, you can say ‘Bring it on – I am ready to take on the world!”
"As an authentic sports brand, we understand the mind of an athlete and the hurdles they deal with. Last year, our ‘Pure Cricket’ campaign showcased the grit, irreverence and passion of everyday Cricketers for the game. ‘Bring it On’ is a result of the insights we gained through conversations with cricketers. .” said Tushar Goculdas, Director – Sales & Marketing, adidas India.
Shiv Sethuraman, CEO, TBWA India Group said “While most other brands look at cricket from the outside, adidas looks at the game inside out. The ‘Bring it on’ campaign seeks to leverage this perspective to show the athletes as they’ve never been seen before."
The campaign is being launched across various mediums. The digital medium will be one of the key drivers of the campaign and consumers can engage with the adidas brand and be a part of the larger conversation around cricket on Facebook.
