Under Armour has rolled out a campaign 'Zidd For More' (stubborn for more), featuring athlete Neeraj Chopra, which delves into the Olympic and World Champion’s headstrong mindset to never give up on his goal of bringing greater glory to the nation.

The film opens with the line, 'Har taiyaari se badkar hai ziddari' (stubbornness is greater than any preparation), reflecting a personal belief that Chopra embodies. It then showcases his relentless journey, battling exhaustion, injuries, and loneliness in foreign lands, all while adhering to his gruelling regimen.

What we think about it: Effectively taps into the Olympic champion's unyielding determination, encouraging a national conversation around perseverance and achievement.

Tushar Goculdas, managing director, Underdog Athletics, exclusive India distributor and licensee, Under Armour, said, “We are proud of our long partnership with Neeraj, one of India’s greatest athletes and an icon of today’s generation, who embodies the brand’s core values: grit, resilience, and determination. Through this campaign, we endeavour to inspire all athletes and strengthen Under Armour's position as India’s most loved athletic performance brand."

Divyanshu Singh, chief operating officer, JSW Sports, said, “We’re excited to see Under Armour’s 'Zidd For More' campaign come to life with Neeraj, our marquee athlete and Under Armour’s first brand ambassador in India. Neeraj has significantly inspired the next generation of Indian athletes and contributed to the growth of athletics in India. His success has unlocked the marketing potential of Olympic sports in the country. At JSW Sports, we see our talent roster elevating Indian sports and sponsorships, and campaigns like this from Under Armour play a crucial role in achieving that."