US-born luxury activewear label ATHLETIFREAK has made its Asia debut with the opening of its first Indian store at Nexus Select CityWalk, Saket. Founded in 2021 by siblings Mo and Noor Wadhwani, the brand is betting on India’s fast-rising appetite for premium athleisure.
The launch comes with a star-powered push as Mira and Shahid Kapoor have joined not just as brand ambassadors but also as strategic investors. “India is an extremely strategic market for us. The consumer here is fitness-driven and uncompromising on quality or style,” said Mo Wadhwani.
The Delhi store spans 1,200 sq. ft. and debuts with 200 products across fitness gear, leisure wear and hybrid lifestyle apparel. Within three months, the collection will expand to 550 stock keeping units, mirroring the US assortment but tailored with adjustments in fabrication, sizing and design for Indian consumers.
Mira Kapoor described their involvement as a partnership beyond fashion. “Shahid and I are equal partners, both as investors and ambassadors. The idea is to grow a brand that builds a community prioritising health and movement,” she said, adding that marketing will be rooted in community engagement and spread across offline and digital channels.
Globally, ATHLETIFREAK operates five stores in the US and maintains a partnership with Ironman that showcases the brand at international races. The company plans to expand to 12 US stores by 2026. India, however, is expected to become its largest market outside the US, contributing nearly half of global revenues within the next two years. Cities next in line include Mumbai, Bengaluru and Hyderabad.
For Mira, ATHLETIFREAK joins her growing portfolio of ventures, alongside Akind and Dhun Wellness, both of which are preparing aggressive scale-ups in the domestic market.
