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EDIT, founded by Atin Gupta, is redefining India's sports ecosystem by positioning athletics on par with academics. Together with Mouse and Cheese, Atin is creating an environment that breaks societal barriers, provides Indian athletes with the support they deserve, and reshapes how sports are integrated into the national culture.
India is a country where education reigns supreme, and for decades, academic achievement has overshadowed sports. The mindset is simple. Education equals stability, and sports are often seen as a hobby, not a career.
Driven by the values of Discipline, Respect, Vigour, Focus, and Passion, EDIT isn’t just shaping athletes, we’re shaping the future of sports in India. When athletes rise, the entire nation rises with them.
EDIT's core values are embodied in five interconnected circles. Their dynamic arrangement symbolizes the brand's forward momentum and the harmonious interplay of these foundational principles.
Our visual strategy was designed with one clear objective: inspire resilience. Every element, from the logo to the campaigns, was created to ignite a fire in the hearts of athletes—especially the underdogs. We crafted visuals that didn’t just capture attention but motivated athletes to push through, even when the odds were stacked against them.
We wanted every image, every piece of content, to say, “You’ve got this!” To let them know that strength comes from pushing through adversity, and that EDIT is right there with them, every step of the way.
COMMUNICATION STRATEGY
Empathise.
Appreciate.
Align.
We knew the key to winning hearts wasn’t in rebelling against the cultural status quo, but in empathising with the audience. Our communication strategy was built on empathy and understanding. We aligned our message with India’s core values of hard work, perseverance, and education, while gently weaving in the importance of sports.
By focusing on both the athletes and their cultural context, EDIT has become more than just a brand—it’s a movement that is slowly changing the way India sees sports.
Here’s what we achieved.
Shifting the Mindset: We began to change the narrative, showing that sports aren’t just a distraction from education—they are a path to excellence, just like academics.
Empowering the Underdogs: Athletes from small towns and rural areas began to feel seen, heard, and supported. They were no longer sidelined but embraced as the future of India’s sports scene.
Inspiring the Next Generation: Our campaigns and visuals lit a fire under the next generation of athletes, showing them that with effort, everything is possible—whether you come from a village or a city.
Building a Sustainable Ecosystem: EDIT provided athletes with more than just gear. We offered training, guidance, and the support they needed to rise above the challenges.
EDIT isn’t just a sports brand—it’s a catalyst for change in the way India views sports. By providing support, building recognition, and fostering a community, EDIT is helping athletes turn their struggles into strength and their passion into purpose. We’re here to change the game—not just for athletes, but for a nation. We are working towards a vision to make India gain a top spot on the world ranking meaning We Are #NotThereEyet.
OUR WEBSITE
Experience EDIT.
We invite you to explore the world of Indian athletics through Edit. Our goal has always been to create a space where athletes can thrive, break barriers, and inspire others.
Whether you're a budding athlete, a passionate sports fan, or simply someone who believes in the power of sports, Edit has something to offer you. Discover inspiring stories, connect with like-minded individuals, and find the resources you need to reach your full potential.
THINGS WE WORKED ON TO CHASE THE DREAM
Insightful Research.
Brand Identity.
Visual Strategy.
User Engagement.
Athlete Support.
If you're a founder inspired by EDIT's mission to revolutionize sports in India, you're on the right track. The key to creating products that truly resonate lies in understanding the unique needs and aspirations of athletes. EDIT is committed to connecting athletes with the resources, support, and opportunities they deserve.
At EDIT, we didn't just build a brand; we built a movement. And you can too. If you're ready to create products that make a lasting impact on the lives of athletes, start by asking yourself: What hidden potential can I unlock for the next generation of Indian sports stars?
Create products that make a difference!
Let's build something extraordinary together.
THE MISSION
India.
Sports.
People.
EDIT’s mission was to unite the energy of "India. Sports. People." and bridge the gap between education and sports. Our goal? To make sports as valued as academics and to break down societal barriers, ensuring that athletes get the recognition, support, and encouragement they deserve.
At EDIT, we believe that every athlete deserves the opportunity to reach their full potential. Our mission is to break down barriers, provide support, and create a more inclusive environment for Indian sports.
To crack this challenge, we didn’t rush in with assumptions. Instead, we went straight to the source—the athletes themselves. We read their stories, watched their interviews, and dug into the journeys of over 100 Indian athletes across various disciplines. And guess what? We found a pattern. These athletes didn’t just struggle against their opponents—they fought against societal expectations, lack of resources, and limited infrastructure.
This was more than just a list of challenges;
it was the foundation of EDIT. Our mission became clear: highlight the struggles, provide solutions, and shift the mindset around sports in India.
THE HEART OF EDIT
Rise.
Play.
Radiate.
At EDIT, we believe that sports are more than just games—they're a force for change. Every visual, every campaign, every action we took was designed to reflect the heart of a nation that’s striving to rise against the odds.
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