MUMBAI: Inspired by the ongoing change towards people’s outlook towards running and fuel the growing inclination towards the sport, Adidas 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, and 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” speak 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 epitomises 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, Adidas India brand marketing director Sharad Singla 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.”
