Nike Cup Kick-starts Its Digital Campaign With A Video

Nike is well known for promoting many sporting campaigns worldwide and now they are doing the same in India with the Nike Cup, which is a take on the gully cricket culture that flourished in India’s streets. The tennis ball tournament whose registrations are now closed will begin in January 2012. Nike has launched the first film of this campaign directly online through platforms like Facebook, Youtube and their own website. The film is 90 seconds long and showcases cricket being played on the streets along with the message that ‘the streets are getting ready for the Nike Cup. Are you?
The website also says that the streets are the training grounds for tomorrow’s champions. The tournament winners will get a shot at training in the National Cricket Academy, which may serve as a big break for the kids playing gully cricket.

The agency responsible for the campaign is JWT India. One of the sources of the JWT India  says, “The Nike Cup digital campaign is a true blue commentary on the way cricket is played on the streets. It celebrates the soul of the game and provides an insight into the underbelly of India’s cricket crazy talent.”

Sanjay Gangopadhyay, marketing director, Nike India, says, “Nike has always strived to provide opportunities for youngsters to engage in sport and to bring to life their passion for the sport. This year, Nike will provide an opportunity for six talented players to train alongside their heroes at the country’s best training facility, the National Cricket Academy.”

India is becoming one of the popular hub for many foreign investors and brands to try their luck. One of the sports shoe brand called Puma launched their Indian- centric online website believing to start a new trend. With Nike on its way with digital video and many online sports retail store it will be interesting to see the rapid growth of sport E-ommerece in the nation of cricket crazy fans.

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