A little gift for the city that gave us Sachin.

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This is the story of what adidas did to celebrate Sachin Tendulkar’s 40th birthday.

There is a cricketer in every Indian. But in our cramped cities, cricket pitches are scarce. Kids look for strips of land between buildings for a game. At adidas, we wondered if cricket pitches and the passion to play could meet. So we added a new feature to the streets. Cricket stumps. We pasted the adidas Wall Cricket Poster in alleys, corridors, parking lots and every possible strip of land in the city. Overnight urban landscapes turned into cricket pitches. And we ended up occupying the most valuable piece of real estate. The hearts of a billion cricketers.