adidas has launched its latest campaign #FeelLoveUseHate featuring Cricketer Virat Kohli.
The film showcases Kohli’s unwavering grit that allows him to stay calm in the presence of this storm of emotions and concentrate on what matters most – his game. He uses the love and hate that comes his way and turns them into his fuel. With him at its centre, the campaign celebrates the binary of Love and Hate, an athlete’s most powerful catalysts.
The #FeelLoveUseHate campaign celebrates Kohli’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 today in the midst of the ongoing T20 World Cup. It will be supported across social media by Kohli and the adidas cricket handles along with our roster of athletes which include Kevin Pietersen, Chris Gayle, Rohit Sharma and Unmukt Chand amongst others.
Damyant Singh, Senior Marketing Director, adidas India said, “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.”
Singh also added, “adidas is committed to cricket and this film cements our association with India’s biggest cricketing icon”.
Talking about the film 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.”
You can watch the campaign here: