You Got This
Launch campaigns for the official Indian Cricket Team Jersey under the Adidas 'You Got This' global banner
Brief.
To launch the new Indian cricket jersey for the 2024 T20 campaign and the 2025 T20 World Cup and inspire Indians to wear it for the love of cricket, and beyond. Adidas, in its second year of being the kit and apparel sponsor for the Indian Cricket team, aimed at kickstarting India’s very own jersey wearing culture through this launch. A culture that goes beyond the stands .
In India, Cricket is not just a sport. It is a force of belonging, it cuts through our rich diversity while simultaneously accruing global stature and collective identity. However due to such visibility and the scrutiny that follows, the athletes and the team identity can be subjected to immense external pressure. Adidas’ "You Got This" is a globally celebrated, confidence-boosting campaign designed to help athletes of all levels overcome negative pressure and rediscover the pure joy of sports via support systems such as family, fans or even within the team itself. A phenomenon called the "+1 effect".
The creative team worked seamlessly to build a concept that stuck to the underlying campaign philosophy and also rang true for cricketing and broader team sports audiences as a narrative. Rather than focus on backyard personal stories for the team, we struck gold with the simple insight that for a team constantly on the road, the +1 effect comes from the rest of the collective, with the other 10 players merging into a single supportive identity to diffuse game pressure and nerves for an individual player. For cricketing audiences that were gradually getting a look-in to behind the scenes on social media, behind the stump mics and internal team dynamics, this struck a chord while also softening the sometimes toxic deification of cricket players in the country by humanising them.
The film was directed by Shimit Amin, renowned for helming one of India's pivotal sports feature films ('Chak De India') and the stills were shot by Bikramjit Bose of editorial acclaim. I was the design lead and creative director for art through this campaign, from the pitch to product launch to complete execution of various campaign stages. We began with a product launch under the 'Wear your Stripes' banner to launch the jersey to retail and e-commerce (led art direction on this project) and a couple months later pushed out the central campaign featuring India's top cricketing faces (Virat Kohli, Rohit Sharma, Hardik Pandya and more) in tandem with an international T20 cricket tournament.
