Good sport

18.07.2016 Nike : Da Da Ding : Sports
Da da ding by Nike, India

India – Nike has released a music video starring some of India’s top female athletes to celebrate the power of sport.

  • The Da Da Ding campaign is designed to give Indian women a platform to highlight the role of sport in their lives
  • The video, directed by François Rousselet, features music by French artist Gener8ion and vocals by US rapper Gizzle

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.

The Big Picture

Brands must be prepared to show their human side to create a sense of authenticity. To find out more, read our New Sport Heroes microtrend.

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