Peter England, the iconic menswear label from Aditya Birla Fashion and Retail Ltd., has launched a powerful new campaign titled “The League of Legends”, celebrating cricket’s unmatched legacy with the help of Kapil Dev, Sir Vivian Richards, and Harsha Bhogle.
Timed with the IPL season, the campaign goes beyond the boundaries of sport to introduce “The Gentlemen’s League Collection”, a cricket-inspired fashion line that fuses timeless style with legendary spirit.
The campaign features four cinematic films:
-
Two dramatized stories showcase Kapil Dev and Sir Vivian Richards mentoring young players, donning collection pieces that embody their legendary poise and strength.
-
Two heartfelt reaction films capture their emotional responses to tribute tees—the ‘83’ and ‘79’ shirts, celebrating their respective World Cup triumphs.
-
Harsha Bhogle’s narration adds a rich, nostalgic layer to the storytelling.
Kapil Dev said, “The ‘83 design brings back a flood of memories. Cricket teaches grace—this collection captures that perfectly.”
Sir Vivian Richards added, “Cricket and confidence go hand in hand. That ‘79 tee? That’s not a shirt—it’s a legacy.”
Harsha Bhogle, now in his second season with the brand, shared, “Cricket is storytelling. This campaign lets every fan feel that emotion.”
Anil S Kumar, CBO of Peter England, noted, “Cricket is legacy. And this campaign is our tribute—to the legends and the style they inspire.”
The collection—featuring limited-edition polos and graphic tees—is now live across 240+ stores, IPL coverage, leading digital platforms, and on-ground brand activations.
