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Sport in India has a massive image problem, particularly for women.” So says Mohamed Rizwan, creative director at Wieden + Kennedy India.
This represents an interesting challenge for a client like Nike. “What we set out to do is give it a complete makeover by making it cool, accessible and fun,” Rizwan says. “To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best represent sport in India right now.”