Nike has unveiled a powerful new campaign centered on Indian cricket, aiming to motivate the next generation of athletes by celebrating both established stars and emerging talent. Titled “Born to Beat the Odds,” the initiative was developed in collaboration with creative agency Wieden+Kennedy Portland and brings together some of the most recognized names in Indian sport.
The campaign features leading cricket figures including Jemimah Rodrigues, Tilak Varma, Shubman Gill, Shreyas Iyer and Shafali Verma. Alongside them appear young academy players who represent the future of the game. Through film, large-scale installations and social media storytelling, Nike seeks to highlight a simple yet powerful message: success in Indian cricket begins with belief in oneself.
At the heart of the project is an emotional campaign film that reflects the reality faced by millions of young athletes across India. In a nation of more than 1.4 billion people where competition is intense, aspiring cricketers often struggle to imagine themselves reaching the highest level. “Born to Beat the Odds” speaks directly to that challenge, encouraging young players to push beyond doubts, pressure and expectations.
Jemimah Rodrigues, one of the central figures of the campaign, described the initiative as deeply personal. She recalled how early in her career many people questioned her ambitions and ability to succeed. According to Rodrigues, those doubts became fuel for her progress. She expressed hope that her story, showcased through the campaign, would inspire other young athletes to trust their dreams and believe that success is possible.
Shubman Gill echoed a similar sentiment, noting that growing up in India means constantly being surrounded by cricketing heroes. This environment, he said, can sometimes make greatness feel out of reach. For Gill, the turning point for every athlete is the moment they choose confidence over fear and decide to pursue their goals regardless of obstacles.
Nike has taken an unconventional approach to bringing the message to life. Across India, public spaces are often dominated by larger-than-life billboards featuring celebrities. The brand is adopting the same visual language, but with a twist. Instead of only highlighting global superstars, Nike is using monumental outdoor installations to honor athletes at all levels, from international players to local talents.
These installations, referred to as “Giants,” showcase both elite cricketers and everyday players side by side. The concept is designed to emphasize that the same determination and resilience exist whether an athlete competes in packed stadiums or on neighborhood grounds.
Among the emerging talents featured are academy players Zaina Ahmed Baig, Ishan Deshpande, Debark Maity and Ramra Chaudhary. Their inclusion reinforces the idea that India’s sporting future is built not only by famous professionals, but also by thousands of young hopefuls practicing in maidans and narrow city lanes.
The campaign launched with a teaser film and a striking nearly 40-foot installation dedicated to Debark Maity, a three-year-old cricket prodigy whose extraordinary skills have already made him a social media sensation. This opening statement underlines the belief that dreams in sport can begin at any age.
An anthem film titled “The Odds” forms the emotional core of the campaign. Throughout the coming weeks, additional social-first content will be released in parallel with new outdoor installations appearing in prominent locations across Mumbai.
Adding further authenticity to the storytelling, renowned Indian cricket commentator Harsha Bhogle provides the voiceover for the films, lending credibility and familiarity to the message.
With “Born to Beat the Odds,” Nike positions itself at the intersection of sport and culture in India, using cricket as a platform to celebrate ambition, perseverance and self-belief. The campaign does more than promote athletes; it aims to remind millions of young Indians that no dream is too big to chase.
