Adidas has introduced #FanTheFire in an attempt to bring focus onto other sports in India.
The short film shows the story of Nischay Luthra, an 18-year old Indian athlete aiming for a medal in Figure Skating at the Winter Games 2018, is narrated by his mother.
There has been a paradigm shift in interest of Indians when it comes to sports over the last two years. While cricket still dominates the numbers when it comes to viewership and reportage, popularity of other sports like football, tennis and badminton have increased as well. Sports are being taken as a serious subject in India unlike before.
Sean van Wyk, senior marketing director, Adidas India commented on the initiative, “At Adidas we truly believe that through sport, we have the power to change lives. With #FanTheFire, we seek to shine a spotlight on athletes and sports which are not mainstream, and
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