Adidas, the official kit sponsor of the Indian cricket team, has unveiled the new national team jerseys — made from recycled materials — to be worn across all three formats of the game
The new kit will debut on the India men’s team during the upcoming World Test Championship Final, starting June 7, and then worn by the men, women and youth teams across upcoming ODI, T20 and Test fixtures, the German sportswear firm said in a media statement.
Recently, in an announcement, Adidas confirmed its partnership with the Indian cricket governing body BCCI, marking a new era in Indian cricket.
With the exclusive rights for designing and manufacturing jerseys, kits, and other merchandise for Indian men’s, women’s, and U-19 teams, partnership gives Adidas the opportunity to bring innovative designs and expertise to cricket on the biggest stage, the company stated.
The iconic Team India jersey showcases the rich heritage and craftsmanship of India. The new ODI jersey represents the raw power, fierce beauty, and undeniable strength of India’s national animal – the tiger. The intricate design adorning the fabric is weaved using the traditional ikat pattern, bringing to life the tiger’s stripes and capturing the aura of Indian cricket, the statement pointed out.
For the first time, the jerseys have been made with 100 percent recycled materials. It also features Adidas’ HEAT.RDY – an innovative lightweight fabric that maximizes airflow to keep the players cool while performing.
To bring to life the new designs, Adidas has launched a 360 degree marketing campaign across digital, social, print and OOH platforms.
Created by India’s newest indie agency, Fundamental, the campaign features a short film starring Rohit Sharma, Harmanpreet Kaur, Virat Kohli, Hardik Pandya, Shubman Gill, Smriti Mandhana and Renuka Singh Thakur alongside passionate fans all attempting to answer a seemingly simple question: What does the Indian cricket team jersey mean to you?.
Shot across the country, the film depicts the unwavering love and unmatched pride for the jersey that every fan and player feels. The film will be complemented by a range of striking portrait photography that showcases the top national players proudly revealing the new jerseys.
Commenting on the partnership and the iconic team India jerseys, Neelendra Singh, GM, Adidas India, said, “Our partnership with the BCCI is a testament to our strong core belief underpinning ‘Impossible Is Nothing’.
“We are proud to present the new Indian cricket team jerseys and look forward to seeing our players create iconic moments in the three stripes.”
Sunil Gupta, Senior Director, Brand, Adidas India, opined that the company was committed to providing athletes with the most innovative and best-in-class products to help them perform at the highest level.
“The campaign is based on a simple insight that while it’s hard to describe your feelings for the team India jersey, when you wear it as a player or a fan, you feel just one thing, Impossible Is Nothing!” Gupta added.
The jerseys will be available at three price points —Rs. 4999 for match jersey, Rs. 2999 for replica jersey and Rs. 999 for fan jersey.
Through these multiple price points, Adidas aims to revolutionize the jersey culture in India by making them affordable and accessible to every cricket fan in the country, as they cheer for the team they love, the statement said.