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About

Nike Campaign for Cricket World Cup 2011. Bleed Blue. Be true to blue.
Published:
BE TRUE TO BLUE . BLEED BLUE
Nike Cricket
History and Feelings: In the summer of 2010, Nike India initiated their campaign for Cricket World Cup 2011. Nike being the official jersey sponsors of the Indian cricket team, wanted to push their interest and involvement in the sport to the next level. 
The campaign revolved around collaborating with Indian artists from different mediums to create a strong line of sportswear. When they contacted me, the first question I was asked was.. what does cricket mean to me? and my answer was.. not only to me, but for almost every Indian, cricket is a language, a religion and a deep rooted culture.
We decided to continue the beautiful journey ahead, and Nike, USA was involved as well into the project where they gave me complete freedom to express myself in many ways. 

One of my favourite commercial projects, as it made me NOSTALGIC, Emotional and made me connect and express all my memories .. the most wonderful part of the project was that I finally realised so many elements of my connection with the sport which were probably in small clusters of thoughts and I could finally realize them in a beautiful way, through my art.

Project by: Nike, India  |  Nike, Portland
Elements: Creation of 4 artworks to be implemented on their Sports Apparel line.
Time of execution: 4 weeks
It is not enough to say cricket is beyond sport. It is life itself. It is something spiritual. In every gully and in every home. It is in our tissue, entwined with our soul. It is immortal. It flows through our veins. It never changes in our hearts. Nor does our support for India’s men in blue.

For Spring/Summer 2011, Nike Sportswear takes inspiration from India’s passion for crick- et to re-imagine two Nike icons, from footwear the Nike Dunk High and from apparel the Nike Sportswear Tee.
Spurred by the new one-day international kit, comes a new colorway of the legendary Dunk High. Born on the basketball courts of the USA, the Dunk’s introduction created a revolution in color and comfort. 25+ years later it continues to set a direction for style embraced in cities all over the world. Only now, in a combination of vibrant blues and pristine white, it’s inspired by the true hues of Indian cricket.