IDEA: One expression to unite the nation behind the national team, inspiring every Indian to express their individual support and Bleed Blue for India.EXPRESSION: Millions of Indians raised their hands to post blue handprints and painted their faces, bodies, walls, communities & profiles blue on ground and online.Athletes, fans, street artists, commentators and spectators launched their own bleed blue expressions before every Indian match and post match online.The campaign seamlessly integrated outdoor, events, tournaments, fan challenges, online posts & films to inspire the collective soul of the game in the streets and stadiums to Bleed Blue.

Nike India jerseys SOLD OUT on all India match days.

100% sell through during the campaign period across retail.25% increase in business for Nike during March 2011.12 million bleed blue handprints & growing1.2 million bleed blue fans on facebook & growing‘India Bleeds Blue’ became the most popular news headline.Voted as the No.1 campaign of the 2011 World Cup by thousands of blogs, National newspapers & leading TV channels.Nike captured the spirit of a nation drenched in a million emotions but united India with one expression.Bleed Blue became the mantra of the masses.