adidas takes the Indian perspective on running to the world

Running is now an integral part of the fitness journey of most people, with an increasing number of Indians taking to the sport in the past decade, reflecting a growth trajectory like what was witnessed by the western world in the ’80s.

Inspired by this change, and to further fuel the growing inclination for running, adidas, the sportswear brand, has put India on the global running map through a film that brings to life an Indian perspective on running.

The narrative, using Mumbai city as the backdrop, is being showcased at the adidas Running Film Festival being hosted across four continents. adidas India’s film ‘Always Running’ is one of seven films selected, out of over 45 cities that submitted entries. The Mumbai narrative is one among seven that include stories from London, Madrid, Tokyo, Shanghai, Beirut and Los Angeles.

India has seen a rise in the number of running events and marathons, and participation is rising by thousands each year. However, in the mix of Marathons and 10Ks, there is more than the sport has to offer.

For an individual, from clocking a personal best at a marathon to being part of a running group or larger community, running has evolved from just being a fitness journey. The notion of connecting with nature, exploring cities and building social relationships over food and coffee is a classic example of how running is so much more than the physical and biomechanical aspect of the sport. It reflects how people can rise over their deepest fears, transform the world around them and start a new journey in their individual capacity.

adidas’ Running Film Festival celebrates the urban running culture by bringing together the pulse of running from different parts of the world. ‘Always Running’ captures the city of Mumbai from a local lens of running and deals with subtle nuances that reflect its culture. It epitomises four key protagonists and their stories, with each story being an inspiration to the life of a common man.

Through the film, adidas also brings a new running soundtrack — ‘Chasing my dreams: Anthem of Running’, which is dedicated to the runners of India. This running track appeals to the inner voice of runners and its inspiring lyrics, ‘Over My fears, chasing my dreams, it’s a new beginning’, particularly draw parallels from the running tracks to life in general in India.

Sharad Singla, Brand Marketing Director, adidas India, said, “It is a matter of great pride that an Indian running story based in an Indian city will be an inspiration to runners around the world. We as a brand are mere catalysts to give wings to the untapped potential of the country. This work not only brings out the inspiring and collective nature of running enthusiasts but also showcases the high capability of creative talent that our country has.”

The Mumbai running film and the six other global city films are available on the adidas running YouTube channel and adidas social media handles:

The running anthem will be available for download at adidas stores and select music applications. Details of the platforms will be shared shortly.