Reebok has partnered with Jio Cinema to run the TVC during IPL 2023, followed by promotions on YouTube, Meta and ESPN CricInfo, a leading cricket news platform to initiate the campaign.

Reebok originally launched in India under its previous owner German sportswear brand Adidas in 2006. The India launch was part of a strategy to strengthen the brand's global position.

The Playing Field of the 1990s. Rewind to the 1990s, India's sports market was akin to an uncharted territory where international brands like Nike and Adidas tread cautiously, targeting the elite.