Adidas showcases the growing popularity of football ahead of Fifa U-17 World Cup in India

Adidas showcases the growing popularity of football ahead of Fifa U-17 World Cup in India

Adidas captures the challenges faced by young footballers in a cricket obsessed India in its latest film ahead of the Fifa U -17 World Cup.

The film, conceptualised by Cheil India, begins with a kid cleaning his football boots while another touches Messi's feet in a mark of respect.

As the ad continues, it shows young footballers playing and training on the streets of Delhi, Kolkata and Goa, which are each the host cities for the World Cup. The film is shot across India to depict varied landscapes and the growing popularity of of football amongst the youth across India.

Sean van Wyk, senior marketing director, Adidas India said: “The football creator is obsessed. His appetite to play and consume football across platforms is unrelenting. Our campaign aims to capture the emotion and intensity behind every young player and inspire them to take their rightful position on the world stage.

"It’s their story, their sweat, to emerge as the best which is the essence of our campaign. Adidas has been at the forefront of the game across the world and with India being the host nation for the Fifa U-17 World Cup 2017 we want to inspire the Indian youth to create their own future.”

Aneesh Jaisinghani, group creative director at Cheil WW India, said: “It is for the first time that Fifa U17 World Cup is taking place in India and we wanted to take this opportunity to inspire the youth to see football as their prospective future."

"For this, we opted for a slow paced execution that romanticized the rituals, the passion and the obsession of these young footballers irrespective of what level of football or where they play. This campaign is yet another step towards achieving Adidas’ mission of encouraging a culture of sports in India. We hope to see it becoming an anthem soon."

Adidas also partnered with the Fifa Under-17 World Cup Local Organising Committee for its Mission XI Million programme.

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