South Africa cricket team officially launched their #ProteaFire campaign to their fans on Thursday and it is all about the team's identity and culture.
The #ProteaFire campaign is about their team ethos, their mantra and their belief in each other and the nation and it is also their mission statement, Sport24 reported.
Cricket South Africa (CSA) has worked closely with the national team over the past year to make the #ProteaFire campaign come alive.
CSA chief executive Haroon Lorgat said that this is a truly unique and authentic campaign because it is exactly what the team believes in, adding that it comes directly from the team and it is no creative or marketing campaign.
Lorgat said that no country has been through what South Africa has and their country needs all the inspiration it can get. He said that clearly the South Africans are their inspiration and added that as a team they have invested time to understand what it means for them to represent South Africa.
And now, Lorgat said that the team wishes all South Africans to know more about who they are, whom they play for and what it means to be a Protea.
Lorgat said that they respected their wishes and that's why they got right behind them to ensure this campaign came to life.
South Africa ODI captain, AB de Villiers, is excited that the team identity has come to life. He said that it is a special day for the team, adding that #ProteaFire has lived within the team environment for the last four years and now they get to share it with their fans and country.
De Villiers said that he hopes this campaign would give the 60 million South Africans they represent a better idea of the people they are, and what the team environment is about.
