Adidas launches new running film “Always Running" to celebrate the “Always on the run” spirit of India
~The film makes Mumbai one of 7 global cities to be
featured at adidas’ International running festivals ~
~ The film is accompanied with a launch of the new “Chasing
my dreams - Anthem of running” track~
Running!!Running is changing. In today’s day and age,
running has become an integral part of most people’s fitness journey -with
increasing Indians taking to running in the last decade, that reflects a growth
trajectory like what was witnessed by the western world in the 80’s. India has seen
a rise in the number of running events and marathons across the country, and
each year the participation is rising by thousands. However, in the mix of Marathons
and 10K’s, there is more that the sport has to offer. Running is changing, running
has a special space in the runner’s mindset, running is an individual’s journey
and every runner has a story.
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 &
coffee is a classic example of how running is so much more than the physical
& 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.
Inspired by this ongoing
change, and to further fuel this growing inclination for running, adidas, the
leading sportswear behemoth, has put India on the global running map through a
unique film which brings to life an Indian perspective on running. The
narrative, using Mumbai city as the backdrop, is being showcased at the adidas
Running Film Festivals being hosted across 4 continents. adidas India’s film
“Always Running” is 1 of 7 films selected, from out of over 45 cities that submitted
their entries. The Mumbai narrative is one amongst 7 which also include stories
from London, Madrid, Tokyo, Shanghai,
Beirut & Los Angeles.
adidas’ Running Film Festival
celebrates urban running culture by bringing together the pulse of running from
different parts of the world. “Always Running” speaks to us through a narrative
that highlights the ‘ALWAYS ON THE RUN’ spirit of Mumbai and India at large. It
captures the city of Mumbai from a local lens of running and deals with subtle
nuances that reflect the city’s culture. It further epitomizes four key
protagonists and their stories, with each story being an inspiration to the life
of a common man. Individually and collectively these stories redefine running
and showcase what it means to run your life, your way!
Through the film, adidas also brings to us 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 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.
On the occasion of the launch
of the running film, Mr. 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 along with the 6 other global city films are available to be
viewed on the adidas running YouTube channel and adidas social media handles:
The running anthem will be available to
be downloaded from the adidas stores & select music applications shortly.
Details of the platforms to be shared shortly.
No comments