Quick Answer
Nike and Wieden+Kennedy Portland launched “Born to Beat the Odds,” a citywide out-of-home campaign in Mumbai that reimagines cricket as a street-level cultural force.
Taking cricket out of the stadium
With Born to Beat the Odds, Nike and Wieden+Kennedy Portland shift cricket from packed stadiums to the everyday spaces where the sport truly lives. The campaign launches across Mumbai, using the city itself as a stage just as the Men’s T20 Cricket World Championships capture national attention.
Rather than relying on traditional sports advertising, Nike places cricket directly into public life—on streets, intersections and landmarks—making the game unavoidable and deeply personal.
A visual language rooted in Indian culture
The campaign features giant cut-out installations, an iconic Indian visual medium typically reserved for film stars, political figures and cultural heroes. By repurposing this format for athletes, Nike elevates cricketers—both famous and unknown—to mythic status within the urban landscape.
These larger-than-life figures don’t just advertise sport; they assert presence, pride and belonging.
Stars, streets and shared belief
Household names like Jemimah Rodrigues, Shubman Gill, Shreyas Iyer, Tilak Varma and Shafali Verma appear across the city as monumental silhouettes. Positioned in everyday environments, they become living proof that greatness begins long before the spotlight.
Crucially, they’re joined by academy players and emerging talent—reinforcing Nike’s message that the mindset required to succeed at the highest level is the same one forged in maidans and gullies.
When ambition has no age limit
One of the campaign’s most striking moments is a towering installation of three-year-old cricket prodigy Debark Maity. The gesture pushes Nike’s idea of belief to its extreme, suggesting that ambition—and confidence—don’t come with age restrictions.
It’s a bold reminder that potential can emerge anywhere, anytime.
Film, voice and cultural amplification
Complementing the OOH rollout is a teaser and anthem film titled The Odds, voiced by legendary cricket commentator Harsha Bhogle. The film anchors the visual spectacle with narrative weight, framing self-belief as the defining skill Indian athletes must master in a country overflowing with talent and expectation.
Social-first films will continue rolling out throughout the month, ensuring the campaign lives natively across platforms where cricket fandom thrives.
More than sport, a mindset
By bringing cricket into the streets, Nike reframes the sport as a daily act of belief rather than a distant spectacle. Born to Beat the Odds isn’t just a campaign about winning—it’s about claiming space, trusting yourself and understanding that beating the odds starts long before the first ball is bowled.
Summary
As the Men’s T20 Cricket World Championships arrive in India, Nike moves cricket beyond the stadium with a powerful OOH campaign that transforms Mumbai’s streets into a canvas for belief, ambition and identity—positioning self-belief as the ultimate competitive edge.
FAQs
What is Nike’s “Born to Beat the Odds” campaign?
It’s a large-scale OOH and film campaign that brings cricket into the streets of Mumbai, celebrating self-belief as the key skill for Indian athletes.
Where is the campaign running?
Across Mumbai, with installations placed at landmark locations and high-traffic urban spaces.
Who created the campaign?
Nike in collaboration with Wieden+Kennedy Portland.
Which athletes appear in the campaign?
Cricketers including Jemimah Rodrigues, Shubman Gill, Shreyas Iyer, Tilak Varma, Shafali Verma, emerging academy players, and three-year-old prodigy Debark Maity.
FAQs about this campaign
What is Nike’s “Born to Beat the Odds” campaign?
It’s a large-scale OOH and film campaign that brings cricket into the streets of Mumbai, celebrating self-belief as the key skill for Indian athletes.
Where is the campaign running?
Across Mumbai, with installations placed at landmark locations and high-traffic urban spaces.
Who created the campaign?
Nike in collaboration with Wieden+Kennedy Portland.
Which athletes appear in the campaign?
Cricketers including Jemimah Rodrigues, Shubman Gill, Shreyas Iyer, Tilak Varma, Shafali Verma, emerging academy players, and three-year-old prodigy Debark Maity.
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