Mumbai: Neeman's, a homegrown footwear brand known for its sustainable and innovative products, has launched a digital campaign #ChangeTheNorm in association with Indian cricketer Jasprit Bumrah.

The campaign conceptualised by the in-house team, narrates the story of the ace bowler of the Indian cricket team, tracing his career trajectory through its ups and downs.

By partnering with Bumrah, Neeman's aligns its ethos of stepping out of the ordinary, doing things differently, and achieving extraordinary results in the process, said the footwear brand. The ReLive Knit sneakers, a sustainable shoe made out of recycled PET bottles, is one such example as it aims to redefine comfort for both the consumers and the planet, said the brand in a statement.

"We are stoked to have partnered with Jasprit Bumrah, a gifted fast-bowler from the Indian Cricketing world for our marquee campaign, #ChangeTheNorm. His personality truly represents everything we stand for,” said Neeman's co-founder Amar Preet Singh. “At Neeman's, we have always strived to think outside the box, go beyond our limits and be greater with every collection. Jasprit's career trajectory and unique personality are an inspiration for one and all. This is in line with how our ReLive Knit sneakers challenge the status quo and set a new standard for footwear."

The unisex collection of Neeman’s is available on the company’s official website as well as leading e-commerce platforms in the country, said the brand.