The sports equipment landscape in India is dotted with pure-play sports equipment companies. adidas is a shoe company that also sells sports equipment. The challenge was how to make a serious play for the hearts of a cricket crazy country.

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The adidas Wall Cricket Poster did what no other sports equipment brand managed to do. An instant connection with the kids on the streets. The results were instantaneous too. Footfalls in adidas stores went up by 16% and there was 23% more traffic on the adidas cricket website. But most importantly adidas managed to occupy the most important piece of real estate in India. The hearts of a million cricketers.