As someone who truly believes in the power of sport and understands the innumerous life lessons sport can teach you, Nike launched it’s new ‘JUST DO IT’ campaign in India called ‘Da Da Ding’ inspiring India’s next generation to break conventions and define their own success by bringing sport into their lives.
A start of a movement, where actress Deepika Padukone, 30, and Indian national field hockey player Rani Rampal, 21, have their paths to respective success bear similar markings: each learned the discipline and strengthened the confidence she attributes to her rise to early participation in sport, an anomaly in a country in which athletics has remained male dominated.
Their accounts also mirror sociological findings suggesting that female participation in sport helps to alter a girl or woman’s self-image in numerous ways, including feelings of control, competency and strength.
Created in collaboration with Wieden+Kennedy India, directed by French director François Rousselet, and set to a thumping anthem by Genera8ion, featuring American rapper Gizzle, “Da Da Ding” charts the rise of female sport across a diverse range of passions, including basketball, football, running, training and the national obsession of cricket.
