India is getting fitter by making running a lifestyle. Running doesn't have to be boring or mundane it can be a wonderful way to explore and challenge your limits.
Keeping this belief to make a positive impact on the culture of running and in a market where the sport is in its nascent stage, adidas India is addressing the concept of running through various avenues.
adidas, the leading sportswear brand has markedly contributed to bringing India on the global running map through a unique initiative which brings the cities of Mumbai, London, Madrid, Tokyo, Shanghai & LA at the same platform. An Indian narrative (Running) in the form of a short film has been created and shortlisted to be showcased to the global audience on global platforms.
The film has been created in a fashion which encourages running culture in India by making local Heroes and portraying Mumbai as a city that is always on the run. The film resonates beautifully with the lifestyle and spirit of Mumbai to never give up. It epitomizes four key stories from the city. These characters showcase, running is so much more than running and how it has impacted their lives. individually and as a collective, each story redeļ¬nes running and what it really means to run your life, your way.
We would also like to seek your interest in doing interaction with the 3 key protagonists - Jyoti Kumar, Charita Kotian, Afroz Shah around the growth of running culture in India and how adidas has been the torchbearer in promoting the running culture in the country.
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