Sportswear manufacturer adidas on Tuesday announced its association with FIFA Under - 17 football World Cup Local Organising Committee to come on - board as the exclusive performance partner for the Mission XI Million programme that was recently flagged off by Sports Minister Vijay Goel and All India Football Federation (AIFF) here.
The Mission XI Million is an initiative that aims at reaching out to millions of youth across India to increase participation in football and create a platform for them to develop their skills.
Speaking on the development, Director of Football Business Unit of adidas India Hrishikesh Shende said: "adidas is deeply honoured to partner the Government to bring football to millions of young Indians across the country.
We strongly believe that Mission XI Million is a stepping stone to put India on the world map of Football. "
adidas will also conduct exclusive master - classes for the participants at the Mission XI Million festivals, featuring a 360 degree approach to improve their skills in the sport.
The master - classes will aim to nurture football skills of the participants through drills focusing on aspects of the game such as shooting, dribbling, free - kicks, team - play, improving their first touch, passing and goal - keeping amongst others, adidas will also provide high quality football gear to help young athletes perform to the best of their abilities.