India – Nike has released a music video starring some of India’s top female athletes to celebrate the power of sport.
Designed in collaboration with Wieden+Kennedy Delhi, Da Da Ding depicts sportswomen from a variety of disciplines including cricket, football and boxing alongside Bollywood star and former national badminton player Deepika Padukone.
For Padukone, competitive sport helped her to overcome depression and taught her the resilience needed to succeed in the entertainment industry. ‘All of my goals, my commitment, my focus, my dedication, my discipline, my sacrifices, my hard work, I learned from sport,’ she says.
The campaign was met with widespread acclaim on its release, especially in India, where it was praised for shining a spotlight on women’s sport. Many successful Indian sportswomen continue to live in obscurity, while their male counterparts are among the country’s highest earners.