U-17 WC: adidas unveils new campaign


MUMBAI: adidas has launched its new campaign showcasing how football has caught the imagination of young India, on the eve of the first ever FIFA U 17 World Cup to be hosted in the country from 6 October 2017.

"The U 17 World Cup can turn out to be a great platform to kick in a football revolution in the country, and we wanted to touch a chord with the Indian audiences," says adidas India Football Business Unit director Hrishikesh Shende. The film captures the challenges and aspirations of young footballers across the length and breadth of the country and Shende says it conveys the insight that the intensity of the game does not change at whichever level it is played. 

The 45 second film titled 'Get On Board' released on 3 October, and has been shot at various locations - streets, maidans and the Base () to show the popularity of the game of football amongst youth in the country. The music in the background, has been composed to act like a chant driving these young footballers.

adidas has been involved with the Mission XI Million programme as well, and Shende it has worked for them as the objective of the ambitious venture was to increase participation in the sport at the grassroot level. "It was not a talent development but a pure outreach programme, and helped to spread the game far and wide," he points out.

The Base, adidas' first ever urban football destination in India launched in February this year at Chattarpur in New Delhi will see some more innovations in the next few months, says Shende. There are plans to take the concept to other metros like Mumbai and Bengaluru but the company is waiting find the right partner and the right venue, he added.