Peter England endures the cricket legacy with Kapil Dev, Sir. Vivian Richards and Harsha Bhogle
, a
menswear brand
from Aditya Birla Fashion and Retail has released a new campaign titled '
The League of Legends
'.
The campaign is a stirring tribute to the timeless spirit of cricket and its enduring legacy, brought to life by cricketing icons
Vivian Richards
,
Kapil Dev
and the voice of international cricket himself,
Harsha Bhogle
.
The brand has taken a bold step by uniting cricket lovers with a dash of fashion —not for sports jerseys, but to create a
cricket-inspired collection
, 'The League of Legends' collection- an extension to the brands existing 'The Gentleman's League' Collection.
At the heart of the campaign are four cinematic films that blend nostalgia, mentorship and personal legacy.
Two of these brand films feature cricketing icons Dev and Richards as they step in to guide young players through moments of doubt and pressure, offering wisdom and quiet strength drawn from their own legendary careers.
Clad in key pieces from the collection, the legends embody timeless grace and strength. Bhogle's evocative commentary ties the scenes together, elevating the emotional impact.
Complementing these are the third and fourth reaction films, where the legends first lay eyes on their tribute tees—the '83' and '79' T-shirts with their iconic poses—designed to honour their World Cup triumphs. The emotion is raw and real, capturing just how much the game—and its legacy—continues to mean to them.
Dev shared, '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.'
Richards said, '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.'
Bhogle added, 'This is my second season with Peter England, and I've enjoyed being a part of the brands 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 said, '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.'
The campaign is currently live across more than 240 stores, featuring on
IPL
and major digital platforms, and a series of on-ground activations, amplified through strategic content collaborations and immersive experiences.
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