Mumbai: As India revels in the excitement of IPL 2025, Peter England, the leading menswear brand from Aditya Birla Fashion and Retail Ltd., steps up to the crease with a powerful new campaign: ‘The League of Legends’. Celebrating the legacy, spirit, and timelessness of cricket, the campaign features none other than cricketing greats Kapil Dev, Sir Vivian Richards, and renowned commentator Harsha Bhogle.
At the heart of this campaign lies “The Gentleman’s League Collection”, a cricket-inspired fashion line that blends bold design with deep emotion—moving away from traditional sportswear to introduce polos and graphic tees that carry the game’s legendary stories.
The campaign comprises four cinematic films that evoke nostalgia and mentorship, starring Kapil Dev and Sir Vivian Richards as they guide younger players through moments of self-doubt with wisdom drawn from their iconic careers. Dressed in the collection, the legends bring timeless style and authority to life. Harsha Bhogle’s signature voiceovers provide an emotional arc, enhancing the storytelling impact.
The third and fourth films capture raw, intimate moments as the cricketing icons react to specially designed tribute tees—the ‘83’ and ‘79’ T-shirts—marking their historic World Cup victories. The unfiltered emotions reveal how deeply these moments continue to resonate with them.
Kapil Dev, India’s 1983 World Cup-winning captain, reflected on the experience, “This campaign brought back so many emotions. To see the spirit of ’83 captured in a design—it’s very special and I’m grateful to Peter England for making this. I’ve always believed cricket teaches you how to carry yourself. This collection does exactly that—with style and pride.”
Sir Vivian Richards, one of the sport’s most iconic and fearless batsmen, added, “Style is about confidence. And cricket—well, that’s a game of confidence. It’s amazing to see a collection that reflects both. That ‘79 tee? That’s not just a t-shirt. That’s history. And I’m honoured that Peter England chose me.”
Harsha Bhogle, whose commentary has become synonymous with cricket’s global appeal, said, “This is my second season with Peter England, and I’ve enjoyed being a part of the brand’s journey in creating fashion for the cricket lover. Cricket is a narrative—a beautiful, unpredictable story. Lending my voice to these films was about celebrating those stories. I think every cricket lover will feel that same emotion when they watch this campaign.”
Anil S Kumar, Chief Business Officer, Peter England, emphasized the brand’s vision, “Cricket is not just a sport—it’s a legacy. With legends like Kapil Dev, Sir Vivian Richards on board, we’re paying our humble tribute to the game and everything it stands for. We love how the voice of international cricket, Harsha Bhogle himself has added passion and a real feel of commentary to our films. The League of Legends is about inspiring individuals to carry that same spirit—on and off the field.”
Building on the success of its 2023 debut, The Gentleman’s League collection returns with a new drop, fusing bold design elements with timeless cricketing moments. Each piece in the limited-edition line channels confidence, legacy, and pride—crafted for the modern man who carries cricket’s values in everyday life.
The ‘League of Legends’ campaign is now live across 240+ exclusive Peter England stores, IPL programming, leading digital platforms, and through on-ground activations that include immersive experiences and influencer-led storytelling.
