Boldfit names cricketer Arshdeep Singh as 'brand athlete'
Fitness and sports gear label Boldfit has named Indian cricketer Arshdeep Singh as its latest brand athlete, further expanding its athlete-first portfolio. Singh joins fellow cricketer KL Rahul, who is also the brand's first investor.
'I have always believed in doing things with full power, on and off the field," said Arshdeep Singh about his new role, India Retailing reported. "Boldfit gets that vibe. It's not just good-looking gear- it's made for how athletes train, recover and live. I'm excited to build this."
The announcement was made through a social media campaign that featured a casual exchange between KL Rahul and Arshdeep Singh, followed by visuals of Arshdeep in Boldfit apparel. Styled in a Gen Z format, the campaign generated strong engagement, resonating with India's fitness-conscious youth, according to the business.
'We started Boldfit to create a brand rooted in real athletic journeys," said Boldfit's founder Pallav Bihani. "KL Rahul gave us that foundation. With Arshdeep coming on board, we're doubling down on our mission to make Boldfit an athlete-first, performance-led brand. We're excited to co-create products with Arshdeep, tailored for the Indian fitness consumer."
Headquartered in Bengaluru, Boldfit develops performance wear and fitness gear for athletes at all levels, with a focus on functionality, quality, and community-led innovation, according to its website. Boldfit has also recently expanded its official sports team merchandise with a wide range of IPL related products.
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