Yes, first it was the football market and now it seems they go straight to Indian market, concretely to the Cricket market. This is the national sport in India, a country where Nike goes behind Adidas and Reebok, taking "just" a 15% of the cake. How are they planning to do it? Well first by signing a contract to be the official apparel sponsor for Team India for the next four years. They started last year with a new line of sports apparel for cricket players in India, and now they go step by step with a campaign similar to that spots for football (right, soccer), that in this case will devore about $1 billion in the next five years.

As an example of this kind of campaigns they have launched before, there it goes the ad where a group of guys start playing a cricket game in the middle of a huge traffic jam somewhere in a street of India. This kind of ads worked well for Pepsi and for Nike as well for football so... Why wouldn't they work in the large semi-continent for cricket? The costs are worth it when we realize we talk about a billion people nation...