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Open the Magazine

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Open presents the best of narrative journalism in India: cutting edge writing on politics, economy, society, culture, books, art, cinema, and sports.

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openthemagazine.com > branding-marketing-and-advertising > one-shoe-two-histories-how-adidas-forgot-the-indian-footprint

One Shoe, Two Histories: How Adidas Forgot the Indian Footprint

4+ day, 5+ hour ago   (1608+ words) One shoe lay unused in Major DP Singh’s cupboard. It was new. It was expensive. It was also completely useless to him. Singh had lost his right leg after suffering severe injuries during the 1999 Kargil War. When he subsequently began…...