In India, cricket is not a sport. It is a religion.

During the 2015 Cricket World Cup, adidas used a simple religious gesture of touching the ground to help fans in India send support directly to the Indian Cricket Team.

Despite not being an official sponsor, adidas hijacked live broadcasts of World Cup games. Players from the Indian Cricket team started making the Sacred Ground gesture as they walked out to bat, something they've never done before.

They performed the gesture at every World Cup game, including the most watched sporting event in history- India vs Pakistan, in front of a global audience of one billion viewers.
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