MUMBAI: When a cricketer known for his calm grit partners with a brand built on hustle, you know the pitch is perfect. Oxpecker, India’s next-gen activewear and athleisure label, has roped in Indian international cricketer Washington Sundar as its first-ever brand ambassador marking a bold new chapter in its journey to redefine how India sweats, stretches, and shows up.
For Washington, the association goes beyond logos and photo shoots. “What excites me most is seeing a young entrepreneur identify a real gap in the market and build an activewear brand that’s stylish, functional, and uncompromising on performance,” he said. “Oxpecker has the potential to inspire people to show up every day with confidence, in comfort and style.”
And that mantra “Show Up” is at the heart of Oxpecker’s new campaign and its first brand film starring Sundar. From dawn workouts to late-night travel, the film showcases the all-rounder’s consistency as more than just a cricketing skill: it’s a life skill. The message is simple being a champion isn’t about chasing perfection, but about showing up, day after day.
The Oxpecker difference lies in its blend of sweat-wicking, breathable, odour-resistant fabrics, engineered for India’s weather, and its mid-premium positioning that offers international quality without international price tags. Every piece is designed to empower individuality while being proudly Made in India, for India and beyond.
Founded in 2023 by 20-year-old entrepreneur and Oxpecker founder Dev Raval and Oxpecker co-founder Nitesh Raval, the brand was born out of frustration with the lack of good choices in the Indian market. “Consumers either compromise on quality with budget options or overspend on international brands. With Oxpecker, we bridge that gap,” said Dev Raval. “Washington Sundar, consistent both on and off the field, perfectly embodies our spirit of showing up.”
In less than two years, Oxpecker has built serious momentum:
● Launched in 2023 with a disruptive vision.
● Partnered with 150 plus influencers, strengthening its digital-first presence.
● Secured listings on Amazon, Myntra, and Ajio, building strong e-commerce traction.
● Now unveiling its first brand film with Washington Sundar, cementing its identity.
The campaign’s visuals are more sweat than sparkle: Sundar powering through intense drills, long practice hours, and the grind of everyday travel all while Oxpecker gear keeps him comfortable and game-ready. The film underscores a universal truth: performance isn’t about spotlight moments, it’s about consistency, and showing up is already half the battle won.
With cricket’s rising all-rounder as its face, Oxpecker is betting big on India’s fitness-conscious millennials and Gen Z, who want gear that works hard without burning a hole in their pockets. If Washington Sundar embodies composure at the crease, Oxpecker is looking to embody resilience in the wardrobe proving that for champions, on the field or off it, the secret lies in one mantra: Show up.
