Sanspareils Greenlands (SG) has launched its Autumn-Winter ’26 sportswear campaign, ‘Before the World Believed, You Believed’, featuring Indian cricketer Dhruv Jurel.
The campaign focuses on the period before an athlete’s achievements become visible, highlighting the practice, setbacks and persistence that shape the journey towards recognition. Through Jurel’s story, SG explores the role of belief and discipline in an athlete’s progression.
India’s sportswear market is estimated to be worth USD 9,455 million in 2025 and is projected to reach USD 17,904 million by 2032, growing at a CAGR of 9.55%, according to Ken Research.
Commenting on the campaign, Smita Anand, Business Head – Sportswear, Sanspareils Greenlands (SG) said, “An athlete’s biggest moments are visible to everyone, but the journey that leads to them is deeply personal. It is built through countless hours of practice, difficult days, small improvements and, above all, the belief to keep going when there is no guarantee of where the journey will lead. With ‘Before the World Believed, You Believed’, we wanted to celebrate this part of an athlete’s story. Dhruv represents this mindset authentically. Even as recognition grows, his focus remains on the work ahead and on becoming better with every opportunity.”
Dhruv Jurel, Indian cricketer, said, “For me, belief has always been about trusting the process, especially on the days when the results are not visible. Every stage of my journey has come with its own challenges, and those moments have taught me to stay focused on the work and keep improving. ‘Before the World Believed, You Believed’ captures that part of an athlete’s journey that people often do not see. I’m happy to bring that thought to life with SG and be part of a campaign that celebrates the belief behind the achievement.”
The campaign film, set to Salman Elahi’s ‘Mukhatib’, traces the less visible aspects of Jurel’s journey, including preparation, repetition and the work behind performance. It marks his collaboration with SG Sportswear for its AW26 collection.
The campaign also introduces the SG X Dhruv Jurel AW26 collection, designed around performance and movement. The collection forms part of SG Sportswear’s Autumn-Winter ’26 offering.
With ‘Before the World Believed, You Believed’, SG places the focus on the work that precedes recognition, using Jurel’s journey as the central narrative for its AW26 sportswear campaign.
