Jul 3, 2017
Adidas Fans the Flame of India's Lesser Known Sports
adidas has launched a new initiative aimed at getting India’s sports lovers, famous the world over for their fanaticism about cricket, to pay more attention to the country’s less well publicised athletic achievements. The #FanTheFire campaign stars the 18-year-old Indian figure skater Nishchay Luthra.
The film is narrated by Nishchay’s mother, who reads out lines from a letter of encouragement while we see Nishchay’s tough life living alone in Miami and training incredibly long hours to make his dreams come true. It ends with a plea to fans to lend Nishchay their support and help him achieve his goal of winning a medal at the Winter Olympics in 2018.
