The brand has lived on a sports premise: Step Out and Play. It has inculcated the belief and continuously pushes the boundaries at every level to create innovations and opportunities for the community. Step Out and Play is the guiding principle for growth and employee engagement.The overall purpose has been to #moveup every aspiring sports person to the next level. The purpose of uplifting sports persons is the key reason why the brand exists, even if it means impact on financial sheets. When Time of India declared NIVIA as the 'Iconic Sports Brand of India', it was not about mere financial success. It was about the brand's commitment to sports and the commitment to innovate to achieve its purpose.