Sania serves up a bold shot with Boldfit as athlete, investor, and designer

MUMBAI: When Sania Mirza picks up a racket, history follows. Now, the six-time Grand Slam champion is turning her legendary forehand toward the boardroom, joining Boldfit not just as an athlete, but also as an investor and co-creator of its newest range of tennis rackets and pickleball paddles.

The Bengaluru-headquartered sports and fitness brand, founded in 2018, has built its name on high-performance apparel, footwear, and equipment. With Sania on board, Boldfit is swinging into racket sports with fresh ambition, aiming to make tennis and pickleball more accessible to India’s 1.4 billion-strong sporting population.

“Pickleball is exploding across all age groups, while tennis has always been my first love,” Sania said. “Partnering with Boldfit lets me bring my years of experience into designing gear that’s lighter, durable, and truly built for Indian players. My hope is to inspire more people to pick up a racket and fall in love with these sports.”

Boldfit’s “Boldfit Athlete” roster already boasts names like cricketer KL Rahul, and Sania’s addition signals its intent to become a multi-sport powerhouse. Rahul summed it up: “Her joining Boldfit goes beyond equipment, it’s about inspiring millions to embrace sport as part of life itself.”

The tie-up also puts pickleball, the world’s fastest-growing sport firmly in Boldfit’s sights. By developing performance-driven paddles alongside Sania, the brand hopes to capitalise on the sport’s surging popularity, supported by new courts and a growing community.

For Boldfit founder and CEO Pallav Bihani the partnership reflects the company’s broader mission. “Sania isn’t done making history, and we’re thrilled she’s starting this bold chapter with us,” he said. “This is about giving aspiring Indian players access to products designed with the insight of a legend.”

With tennis, table tennis, pickleball, and cricket already in its portfolio, Boldfit is steadily cementing its reputation as the sporting glue of modern India. And with Sania’s backing, the brand seems set to rally an entire generation toward sport as lifestyle not just pastime.