Cricket is like a religion in India. People are as passionate about it out there as we are about football. Nike has realized the potential in the Indian market is too hot to resist. Taking cue from Adidas and Reebok they too are vying for a cool 15% share of the pie. They have signed a contract to be the official apparel sponsor for Team India for the next four years. Last year, they launched a new line of sports apparel for cricket players in India, and have set aside about $1 billion to be invested in the next five years. Their current T.V. commercial is pretty contemporary and refers to mass hysteria that rules this one billion cricket crazy nation.