adidas introduces a new cross-platform campaign targeting next-generation cricketers under the tagline ‘Bring It on’. And who can appeal to the athletes better than the athletes do? That’s why adidas has rolled out a campaign featuring modern-day cricket stars like Sachin Tendulkar, Virender Sehwag, Kieron Pollard, Lasith Mallinga and Dwayne Bravo seeking to inspire up-and-coming sportsmen take their first steps in the sport.

The video entitled ‘Bring It on’ reveals the true essence of sport life by revealing the challenges athletes face every day and showing the battle between the fear and ambitions. The film, created by TBWA India, was published on the official Facebook page of Adidas and debuted on TV this weekend.

Shiv Sethuraman, Chief Executive Officer of TBWA India Group,  commented on the campaign, «Adidas is the athlete’s brand. It has a unique perspective. 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 athlete’s as they’ve never been seen before. The campaign demonstrates the passion and will that enable great cricketers to triumph over the doubts, fears, criticisms and expectations.”

‘Bring it On’ campaign complements the effort by the multinational sportswear manufacturer to expand its business in India. According to The Economic Times, the managing director of Adidas India, the company plans to open 125 exclusive brand stores in India in addition to the existing 750.