Brands
Adidas kicks off game-changing campaign to back athletes with encouragement
MUMBAI: Adidas has launched a bold new chapter in its global brand campaign, reaffirming its commitment to reducing negative pressure in sport and championing the power of encouragement. Featuring India’s cricketing elite, the campaign aims to foster a culture where support, not criticism, fuels an athlete’s journey.
New global research has laid bare a troubling reality—four in five athletes endure unhelpful sideline behaviour, often leading them to abandon their sport altogether. Adidas is stepping in with a clear message: positivity matters. The campaign, ‘You Got This’, underscores the transformative power of encouragement in sports, proving that a well-timed word of support can turn self-doubt into confidence.
Set to launch ahead of the ICC Champions Trophy 2025, the campaign film stars India’s cricketing stalwarts—Hardik Pandya, Rohit Sharma, Suryakumar Yadav, Rishabh Pant, Kuldeep Yadav, and Virat Kohli. Adding an emotional punch, the film features a reimagined version of I’m Sticking With You by The Velvet Underground, produced by James Blake, capturing the essence of unwavering support from the sidelines.
Beyond the film, Adidas is introducing its sideline essentials, a toolkit offering practical guidance on how coaches, parents, supporters, and teammates can encourage athletes and help them thrive. This initiative stems from Adidas’ global study on the sideline effect, which examines the impact of both positive and negative sideline behaviours on athletes’ performance and mental well-being.
Adidas India GM Neelendra Singh reinforced the brand’s commitment to athlete support, stating, “At Adidas, we have always stood by our athletes, both on and off the field. Recognising that pressure is an inherent part of sport, our ‘You Got This’ campaign aims to inspire positive influence on every pitch, track, and court. A simple gesture of encouragement can transform self-doubt into confidence.”
The campaign will roll out across multiple media platforms worldwide, amplified further through retail activations that drive home Adidas’ mission: to make sports a space where encouragement outshines negativity. Because, in the end, a little bit of belief—especially from the sidelines—can change the game.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
