FITNESS AND SPORTS ACCESSORIES brand Boldfit has deepened its partnership with Royal Challengers Bengaluru (RCB) with the launch of its new campaign, “Champions #TrainBold,” marking the third year of collaboration between the two.
The season-long campaign is designed to spotlight the discipline and preparation behind elite performance, shifting focus from matchday moments to the training routines that underpin success. The initiative aims to bring fans closer to the team’s fitness culture while reinforcing a shared philosophy around consistency and effort.
In a strategic evolution of the partnership, Boldfit has introduced a co-creation approach this season, working closely with RCB to develop a limited-edition RCB x Boldfit merchandise collection.
The range includes performance-oriented products aligned with the team’s training needs, such as towels, lifting belts, grips, sports equipment, and hydration essentials including bottles and shakers. The move reflects a broader trend of brands collaborating with teams to create utility-driven fan merchandise rather than purely promotional products.
To enhance fan engagement, the campaign integrates a rewards-led mechanic, where purchases from the collection provide fans with a chance to win official, player-used training gear from the RCB gym.
These include items such as lifting belts, yoga mats, resistance bands and gym balls, each accompanied by authenticated RCB metal placards, positioning them as collectible memorabilia linked to the team’s training journey.
