How Adidas is kicking up football frenzy in India ahead of FIFA WC 2022

It is nearly upon us. Come November 20, 2022, soccer fans will be making their once-in-four-year pilgrimage to Qatar in the Arabian Peninsula to watch the ultimate footballing clash among nations for the greatest trophy in the world.

The football frenzy has already caught the global public and companies' imagination, and India is no different. The buzz was created in India seven months before the start of the tournament with the launch of Al Rihla – the Official Match Ball for the World Cup- a feat repeated 14 times.  

Launched by the iconic sports brand adidas, the ball provides the highest accuracy and reliability on the field due partly to its new panel shape and surface textures. Translated as "the journey" in Arabic, Al Rihla has been inspired by the architecture, iconic boats and the flag of Qatar. 

To whip up the emotional connection and interest in the Cup, the official supplier, adidas, revealed the Home and Away federation kits created for national teams participating. Thus, Indian fans can now identify with their favourite teams like Argentina, Germany, Mexico, Spain, Wales and Japan, wearing their favourite kits. 

These kits not only integrate different cultures and represent gender equality but also the spirit of each nation. It comprises Mixtec art created by the indigenous people of Mexico to 'Yatagarasu', Japan's mythological three-legged origami crow and vibrant purple hues in Argentina jersey. 

The kits are eco-friendly, in tune with adidas' commitment to conserving natural resources. They are created using the latest Adidas fabric innovations, including lightweight, heat-applied sportswear. Similarly, fans can join Adidas's ongoing campaign to end plastic waste. Their kits are made of 100% recycled polyester and contain 50% Parley Ocean Plastic—using plastics collected from remote islands, beaches, coastal communities, and shorelines, preventing it from polluting our oceans. 

FIFA and adidas share a 50-year-old relationship, with the latter supplying the official match ball for all FIFA World Cup matches from 1970 onwards. Closer home, adidas has been the flag bearer of creating a buzz around the world's most watched game with its initiatives. Even though India is not among the playing line-up and is far from qualifying for future editions of the blue riband tournament, there is no lack of fan support for the playing countries. 

In India, traditionally, fan choices range from South American teams like Brazil and Argentina and European teams like Germany and Spain to the populace of tiny Goa rooting for Portugal considering their history, as do fans from Pondicherry who throw their weight behind France.

To provide fans with a once-in-a-lifetime ’watching experience, ' marketers and brands in India developed innovative schemes, as witnessed during the 2018 World Cup. Hotels and entertainment offer various services to the fans, while football-crazy states like West Bengal, Goa and Kerala paint streets and colonies in the colours of their preferred teams. The media also adds to the frenzy by giving 'kick-by-kick' updates on games happening on distant shores.

Indian fans can now root for their favourite teams, dressed in the team colours and soak in the atmosphere, sitting in the comfort of their homes while their favourite nation battles it out with their opponents. Thanks to adidas, Indian fans can savour the best of the World Cup, the dazzling footwork, intricate passes and thunderous goals. Their spirits, too, will be uplifted by the good news that FIFA has lifted the All-India Football Federation (AIFF) suspension.     

Post the array of offers from adidas, which includes dressing the fans with their favourite team colours; it is only a matter before other companies start providing exciting offers to the Indian fans. So, bring on the munchies, toot the vuvuzelas and groove to the FIFA tournament anthem wearing adidas kit while your favourite team steps onto the field. After all, Indian football fans never had a better time to savour the world's greatest sporting event.