By A Correspondent
adidas has launched its latest campaign #FeelLoveUseHate featuring Indian cricket superstar Virat Kohli. A fiery persona on the field and a youth icon off it, Kohli has always been a polarising figure. On one hand are his fans who adore his every move, while on the other hand are critics and naysayers who never cease pointing fingers and question him every step of the way. For Virat, the love that he receives helps him soar while the hatred that he inspires challenges and propels him into greatness. This is the core idea that the film has been crafted around. It delves into the duality that is part of Virat’s life.
The #FeelLoveUseHate campaign celebrates Virat’s unabashed flamboyance and passion for the game, not only through its messaging but also in the overall treatment of the film. Each frame is packed with action and passion. The use of special effects makes it even more gripping and cutting-edge. The campaign is being launched on digital media in the midst of the ongoing T20 World Cup. It will be supported across social media by Virat and the adidas cricket handles along with roster of athletes which include Kevin Pietersen, Chris Gayle, Rohit Sharma and Unmukt Chand amongst others.
“As the world’s best sports brand, our aim is to encourage all athletes to define their own path, no matter if the world is at their feet or suddenly at their throat. In this film, through Virat, we aim to showcase how great players rise above the adulation and criticism they incite. It encapsulates adidas’ vision of inspiring performers to lead their own game and use love and hate to give it their best,†said Damyant Singh, Senior Marketing Director, adidas India.
Damyant also added, “adidas is committed to cricket and this film cements our association with India’s biggest cricketing iconâ€.
Talking about the film, Virat Kohli said, “adidas understands sports and athletes like no one else and has a unique perspective on the game. Through this film, they showcase the mental toughness required to be a professional athlete in today’s world and how I personally thrive off the Love & Hate I receive to drive my performance on the field â€.