MAM
Adidas extends contract with Rohit Sharma
MUMBAI: Global sportswear brand Adidas has announced the extension of its contract with ambassador and Indian batsman Rohit Sharma. The cricketer has been associated with the brand since 2013.
The Indian opener, who recently became the third fastest batsman along with former skipper Sourav Ganguly to have completed 8,000 runs in ODI cricket, mentioned that he is looking forward to the association saying, “I feel Adidas is the best brand for athletes I truly believe in their products and the comfort and benefit they offer me in my sport. Further, they have continuously stepped in to provide customized solutions to athletes, including me, thereby helping us overcome many injuries.”
He continued, “It is the leading sports brand and has played a key role in promoting sports at grassroots, which includes providing world-class platforms and experiences accessible to amateurs and pro-athletes. I look forward to our association going from strength to strength.”
Adidas already has on board sprinter Hima Das, hockey player Manpreet Singh and heptathlete Swapna Barman.
MAM
De Beers launches ‘A Diamond Is Forever’ centenary book
Visual retrospective traces 100 years of iconic slogan and cultural impact.
MUMBAI: De Beers just dropped a century’s worth of sparkle between two covers because when a four-word line becomes forever, even the book needs a forever title. De Beers Group has released A Diamond Is Forever: The Making of a Cultural Icon 1926–2026, a landmark visual retrospective celebrating 100 years of shaping the modern perception of natural diamonds. The book traces how the brand transformed diamonds from elite heirlooms into universal symbols of love, commitment and personal achievement, with rare archival material, campaign highlights and cultural commentary.
At its core is the legendary 1947 slogan “A Diamond Is Forever,” penned by N.W. Ayer copywriter Frances Gerety. The four words redefined diamonds as eternal promises, earning the title of the 20th century’s greatest advertising slogan from Advertising Age in 1999. The book explores how this idea and others like the “Two Months’ Salary” guideline and the “Right Hand Ring” influenced social rituals, female independence and consumer behaviour worldwide, including in India, where diamonds shifted from gold-centric traditions to emotionally resonant milestones.
Beyond marketing, it showcases collaborations with artists like Pablo Picasso, Salvador Dalí and Raoul Dufy, alongside icons such as Marilyn Monroe and Elizabeth Taylor. Later campaigns, including the 1990s “Shadows” series set to Karl Jenkins’ Palladio, reinforced diamonds as timeless and unique. The narrative also addresses today’s focus on provenance, sustainability and ethical stewardship, positioning natural diamonds as symbols of both enduring love and responsible luxury.
The book arrives as De Beers marks a century of innovation in luxury marketing, from the Great Depression to the era of conscious consumption, offering a rare window into one of advertising’s most enduring brand stories.
In a world where trends fade fast, De Beers didn’t just sell diamonds, it sold forever, and now it’s bound the proof in pages that will outlast even the hardest carat.
