New Delhi, 14 September 2026: Sanspareils Greenlands (SG) has unveiled its Autumn Winter ’26 sportswear campaign, ‘Before the World Believed, You Believed’, featuring Indian cricketer Dhruv Jurel. The campaign looks beyond milestones and recognition to spotlight the discipline, resilience and commitment that shape an athlete long before the world sees the result.
Every athlete starts with belief. Before the runs and recognition come early mornings, repeated sessions, setbacks and the discipline to keep showing up. Through Dhruv’s journey, the campaign brings this often unseen side of sport to the forefront, focusing on the work and mindset behind every achievement.
India’s sportswear market is showing strong growth, with Ken Research estimating its value at USD 9,455 million in 2025 and projecting it to reach USD 17,904 million by 2032, at a CAGR of 9.55%.
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.”
Commenting on the collaboration, 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.”
Dhruv Jurel’s journey forms the heart of the campaign. His progression reflects the work that happens away from the spotlight and the mindset required to keep improving as new challenges emerge. Every session, challenge and season becomes another step towards the athlete he is yet to become.
At the centre of the campaign is a film set to Salman Elahi’s ‘Mukhatib’, bringing Dhruv’s collaboration with SG Sportswear for AW26 to life. The film captures the quieter moments behind his journey, from preparation and repetition to the resilience required to keep moving forward. It brings together the years of work that eventually become instinct with the ambition that drives what comes next.
The campaign also introduces the SG X Dhruv Jurel AW26 collection, created for the journey ahead. Designed with SG Sportswear’s focus on performance and movement, the collection reflects the campaign’s belief in continuing to strive, improve and push forward.
With ‘Before the World Believed, You Believed’, SG celebrates what exists before recognition: the belief to begin, the discipline to continue and the determination to keep becoming.
