cultsport unveils #TheBoomSpirit featuring Jasprit Bumrah

The campaign has been conceptualized and executed by Schbang and encapsulates the innate characteristics of Bumrah himself - be it on-field or off the field

e4m by exchange4media Staff
Updated: Jan 18, 2020 9:49 AM
The Boom Spirit with Jasprit Bumrah

cultsport, premium sports gear from the house of, had recently announced their association with Jasprit Bumrah, as the face of the brand.

#TheBoomSpirit is the very first campaign to launch with Bumrah – a campaign that encapsulates the innate characteristics of Bumrah himself - be it on-field or off the field. The campaign also encapsulates the workout spirit of everyday athlete that enables him or her to overcome daily fitness challenges. The core insight of the campaign is aimed at the cultsport everyday athlete user persona who believes that we all work out with a certain mindset which is governed by your workout spirit, which should be judged by no one as long as you are truly having fun and improving yourself every day.

Talking about the brand and the ongoing campaign, Shamik Sharma, Head, cultsport, said, “Our vision is to make high quality, premium workout gear for the everyday athlete. This campaign is addressed to those everyday athletes who are currently a part of the fitness wave that India is witnessing. All everyday athletes are on their own fitness journey, big or small. cultsport, coming from the house of wanted to be a part of that journey by empowering the Indian fitness enthusiast with apparel, footgear and, accessories that suit all workout spirits, and every workout format.

We believe that Jasprit Bumrah embodies the everyday athlete persona for cultsport perfectly with his journey from a small-town Gujarat boy to World's No. 1 bowler. We hope to leverage Bumrah's popularity to introduce cultsport's high-quality workout gear to the new and old, everyday athletes out there.”

The campaign conceptualized and executed by Schbang, sees some monochromatic lights concepts in use, creating a great visual appeal. Each of these different shades depicts one particular workout spirit and that of Bumrah.

Talking about the journey with the brand and the campaign, Omkar Joshi, Executive Creative Director, Schbang, said, “We have been honoured to be a part of the cultsport journey right from the beginning when we helped launch the brand. Every piece of communication that has been crafted for cultsport has been unique and creates a lasting impact, just like the products they make. Be it the iconic "Find Your Feet" campaign to launch the shoe category or the latest "The Boom Spirit" to kick-off the partnership with Jasprit Bumrah.

The consumer today wants to see their sporting heroes in new avatars and we aimed to do exactly that with Jasprit. Our monochromatic light concepts have been supremely executed by master photographer Rohan Shrestha. And we had a great time putting together the essence of what makes Jasprit who he is - his spirit. And this spirit is what helps his fans be inspired to believe in themselves and find the strength and drive inside. This is probably the only brand that does not put intense pressure on the consumer to outperform, outrace or outlast. We leave that choice to the individual while being the perfect enabler.”

Bumrah will be seen engaging with the brand on various levels in the coming months.

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