The Challenge
What drives aspiring Indian athletes? What inspires them, fuels their passion, or holds them back? This study aimed to uncover the motivations, challenges, and aspirations of young athletes in India, exploring how cultural influences shape their choice of sports and how they can be better supported. This was for a global sports brand that wanted to understand how they could support Indian sportspeople better.
The Approach
We didn’t just talk to athletes- we immersed ourselves in their world, capturing their journeys and stories with a level of depth and authenticity that went beyond surface-level insights.
Digital Diaries
Over four days, young athletes documented their daily routines, moments of inspiration, and challenges. From early-morning training sessions to late-night reflections on what keeps them going, these diaries offered an unfiltered view of their commitment, struggles, and ambitions. They gave us a window into how these athletes balanced their love for sport with the realities of life, including societal pressures, financial constraints, and the pursuit of excellence.
Ethnographies
To understand the nuances of their lives, we spent 5-6 hours with athletes across Delhi and Mumbai in their natural environments- homes, gyms, courts, and fields. We observed their training routines, how they interacted with coaches and peers, and the camaraderie that defined their sporting communities. This deep dive brought their journeys to life, highlighting the grit, determination, and sacrifices behind their performances. We focused on a diverse group representing sports like basketball, cricket, football, running, and training disciplines, allowing us to capture a range of experiences and aspirations unique to each sport. The film crew followed their movements, capturing every detail, from the intensity of a practice session to the quiet moments of reflection after a game.
Group Salons
We facilitated two group discussions with athletes, creating a space for them to share their dreams, struggles, and ideas for how their journeys could be better supported. These salons provided a collective lens into the mindset of India’s young athletes and revealed the shared challenges they face, from access to infrastructure to balancing academics with training.
The Impact
The study culminated in a custom ethnographic film that vividly captured the lives of these athletes, offering an authentic and emotional narrative of their aspirations and challenges. The film showcased:
- Training Rituals: From a basketball player perfecting their free throw, to a runner preparing for a marathon, the film highlighted the discipline and repetitive dedication required to excel.
- Cultural Influences: The role of family, community, and societal expectations in shaping their choices and defining their journeys.
- Emotional Depth: Intimate moments of self-doubt, resilience, and triumph, presenting a holistic view of what it means to be a young athlete in India.
For the client, this project provided:
- Actionable Insights: A deep understanding of how to connect with and support these athletes, tailored to the unique demands of each sport.
- Strategic Direction: Recommendations on how to build meaningful engagement strategies that resonate with India’s next generation of sporting talent.
- Visual Impact: A powerful storytelling tool to inspire stakeholders, advocate for athlete support programs, and highlight the potential of India’s youth in sports.
Through this project, we celebrated their spirit, determination, and dreams, bringing this audience alive for a global business in vivid detail.
