ITV

Tag: athleisure

  • Virat Kohli drops Puma for Agilitas

    Virat Kohli drops Puma for Agilitas

    MUMBAI: Indian cricket maestro and RCB long-timer  Virat Kohli switched teams. The 36 year old has pulled the plug on his eight-year partnership with Puma, and has reportedly put his best foot forward to back Agilitas Sports, an Indian athleisure startup. The star batter, currently in red-hot form in IPL 2025, is now not just the face of Agilitas but also an investor, signalling a bold move to champion homegrown brands.

    Agilitas was founded in 2023 by Abhishek Ganguly, Puma India’s former managing director. The brand has already made waves, securing long-term rights for Italian sportswear giant Lotto in India, Australia, and South Africa. Now, with Kohli on board, Agilitas is gearing up for a serious innings in the global sportswear arena.

    Kohli’s split from Puma marks the end of a landmark Rs 110 crore deal that revolutionised Indian sports marketing. The partnership saw him lead multiple campaigns and launch the popular One8 line, a crucial driver in Puma’s rise in the Indian market.

    Puma acknowledged the departure, thanking Kohli for an “outstanding journey filled with memorable campaigns and collaborations.” The brand vowed to continue investing in the next generation of athletes.

    Meanwhile, Kohli remains focused on both his new business venture and his cricketing form. The RCB stalwart has racked up 180 runs in his last five IPL innings and is set to face Rajasthan Royals on 13 April.

    Whether on the pitch or in the boardroom, Kohli continues to rewrite the game.

  • Rupa & Co reveals new Playsure athleisure Dry Fit collection

    Rupa & Co reveals new Playsure athleisure Dry Fit collection

    MUMBAI: You are the aura you emanate and  you attract or repel those around you depending what  you are radiating at a specific moment.  

    Colours by Rupa, a brand under Rupa & Co, has taken this philosophy quite seriously and is urging young folks to wear their energy through its latest TVC campaign. Titled Wear Your Energy,  the ad introduces the Dry Fit athleisure wear  collection within the  Playsure range. The new line aims to combine comfort, performance, and style for today’s active lifestyles.

    Designed for versatility, the Dry Fit collection offers seamless transitions from intense workouts to casual outings. Crafted from advanced polyester and elastane-based materials with strategically placed mesh panels, the range ensures superior stretchability, breathability, and a feather-light feel.

    The collection features ergonomically engineered pieces for both men and women, including women’s round neck and polo t-shirts, tank tops, leggings, and cycling shorts. For men, offerings include raglan sleeve t-shirts, polo t-shirts, tank tops, track pants, joggers, and shorts. The vibrant colour palette adds individuality, making each item both functional and stylish.

    Rupa & Co  director Mukesh Agarwal commented, “The Dry Fit collection blends innovative design with vibrant aesthetics, meeting the evolving needs of today’s dynamic consumers. We are confident it will inspire people to embrace both functionality and leisure with unmatched style.”

    The collection is available at leading retail outlets and online platforms, including Amazon, Live Colours, and the Rupa Online Store.

     

  • Lowe Lintas breaks stereotypes with Dollar Athleisure campaign

    Lowe Lintas breaks stereotypes with Dollar Athleisure campaign

    Mumbai: Dollar Industries has launched its latest campaign to promote its range of Athleisure – a category that is gaining a lot of traction recently. The campaign, conceptualised by Lowe Lintas, prompts the viewer to question stereotypes present in society when it comes to dressing for an occasion.

    Dollar Industries MD Vinod Kumar Gupta said, “In an era of comfort and style, Athleisurewear has emerged as a dominant trend in the fashion world, prompting us to focus on an entire range of cool fashionwear – Tank Tops, Crew Necks, Henleys, Polos, Sweatshirts, Jackets, Hoodies, Bermudas, Capris, Track Pants, Joggers and Socks – which perfectly marry the young consumer’s desire for comfortable yet trendy and versatile clothing options which they can wear at multiple events and locations. What makes matters more interesting is that even professions that traditionally demanded suits, or at least a shirt and tie, are now relaxing their dress code policy as millennials move into positions of management and decision-making. Exactly what inspired us and Lowe Lintas to argue against acceptable social dress norms in our campaign and promote Dollar Athleisure as the perfect balance between casual comfort and chic style.”

    The film, directed by renowned film director Manav Malhotra, is a stylised montage borrowed from walks of life demanding that we dress formally. From board meetings to college classrooms, from marriages to dining out – society expects to uphold certain dress codes. The film challenges the stereotype and promotes athleisurewear as an acceptable style for all occasions.

    Lowe Lintas unit creative director Mohit Pasricha said, “As Coco Chanel once famously said, fashion fades, only style remains, and athleisure is definitely a fashion. But in saying that, it’s a very comfortable one, and once people get comfortable, it’s hard to change their minds. Simply look around us. The style on the street has changed dramatically. Women are sporting leggings, crop tops and sports bras, men are spotted in sweatpants, hoodies and sneakers. This emerging lifestyle emphasises one simple thing: The universal need to dress comfortably. And, that is what led us to challenge formal dress codes and celebrate informality as the new way of life.”

  • Puma teams up with Royal Challengers Bangalore to launch athleisure range

    Puma teams up with Royal Challengers Bangalore to launch athleisure range

    Mumbai: Global sports brand Puma has partnered with Royal Challengers Bangalore (RCB) to launch an all-new athleisure range.

    Having garnered huge success in the first season of the IPL, Puma has decided to further strengthen its partnership with RCB with a collection that celebrates the indomitable spirit and fierce attitude of the team, said the brand in a statement. Combining Puma’s expertise in elevated product design and RCB’s core brand values, the collection offers the team’s ardent fans unique pieces with a playful twist, it added.

    “Royal Challengers Bangalore is undoubtedly the most popular cricket team in the T20 League and enjoys an ever-increasing fandom across the country. We are really excited to partner with them for the launch of the athleisure range,” said Puma India and Southeast Asia managing director Abhishek Ganguly. “Bringing the best of both worlds, the collection leverages Puma’s design expertise and RCB’s fashionable DNA. Through an exclusive PumaxRCB range we aim to strengthen the team’s connect with its fans across the country.”

    Dropping right in time for the T20 season, the collection offers RCB fans an opportunity to showcase their passion for the team all year round by sporting merchandise that has been reimagined through a fashion lens, said the brand.

    “The launch of the athleisure collection makes RCB the only cricket team to move beyond traditional retail merchandise into the world of GenZ, millennial fashion wear,” stated vice president and head Rajesh Menon. “This collection indeed represents the evolving brand ethos of RCB in a cutting-edge streetwear, on-trend lifestyle avatar which will completely resonate with young India.”

    The collection is available at select Puma stores, on puma.com, RCB.com, and the RCB Bar & Café.