#FanTheFire: Adidas initiative for alternate sports in India


India is a country where there is neither the dearth of talent nor the lack of enthusiasm to follow the dreams. A country where opportunities are limited to glory sports and there is precious little encouragement for the athletes to take up alternate sports, there are athletes who wish to follow their dreams and pursue their passion. Irrespective of all the obstacles and hindrances they are persistent towards their goals. Adidas through its initiative wants to build awareness and recognition for such athletes.

In a first of its kind campaign, Adidas has launched a digital film featuring Nishchay Luthra, an Indian Figure Skater with 4 international medals for India to his credit, a 9-time National gold medalist. While Nischay is in Florida, training for the 2018 Winter Olympics his inspiring story is told from his mother’s view point.

This film is the first in Adidas’ initiative to draw attention to lesser known athletes who require the support of the nation. Adidas aims to continue the campaign through other initiatives in an endeavour to make a difference to sport’s pursuit in India.

Adidas also started the same campaign on twitter and urged twitterati to support Nischay in his pursuit. It called upon people to change their display name and show their support for the lesser known athlete.

Soon after, the interactions started pouring over the tweet with stars supporting the campaign. Ranveer Singh, the jolly actor of Bollywood tweeted praise about the young prodigy and supported him with hashtag intiative.

Supporters started following up and amongst the sports stars first to do so were young Indian cricketer Unmukt Chand and Rishabh Pant and then followed the vetran Rohit Sharma.

Changing their display name in support of the young prodigy went viral in no time.

“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 in turn, inspire the next generation to take up such sports. The campaign urges fan’s to support Nishchay and we hope that the encouragement of better-known athlete’s will help him gain the necessary patronage to reach his aim of winning a medal at the Winter Games in 2018. This is our commitment to provide the fuel for Nishchay Luthra and many more like him,” senior marketing director, Adidas India, Sean van Wyk has said.

For Adidas this is the beginning. The sportswear global brand also wants to change the lives of many other talented Indian athletes, who continue their struggle unnoticed, without support and without facilities till the time they reach international level, if lucky enough.