Sachin Tendulkar says he is happy to be placed alongside legendary boxer Mohammad Ali, England football captain David Beckham and French mid-fielder Zinedine Zidane as a brand ambassador for a sports company.

"It is a great feeling as my association with Adidas has been there since six years. They are a great team to work with and I am truly honoured to be associated with greats like Ali, Beckham, Zidane and others," Tendulkar told reporters before unveiling a campaign hoarding at the busy Haji Ali junction in South Mumbai.

"In fact, every young sportsman will be excited to own a new pair of sports shoes when he starts off his career. I too experienced the same feeling when Praveen [Amre], who was my senior and a former Test star, presented a pair of Adidas shoes to me when I was a young boy," Tendulkar, who requested not to ask any questions on cricket, added.

"It was truly a great feeling to receive a pair of imported shoes from your senior as the sense of responsibility creeps in to perform better when you set your foot on the field again," the cricket icon, who opened Adidas's 'Impossible is Nothing' campaign, said.

"In life, you set certain targets, and once you achieve them you set new targets and this goes on. As life goes on and you can associate this with Adidas as they set new targets after achieving the previous ones," the little master added.