D2C SPORTSWEAR BRAND Hyve has signed a partnership with Chennai Super Kings (CSK), becoming the franchise’s official sportswear partner in the Indian Premier League (IPL). Under the agreement, Hyve will design and market an extensive range of CSK merchandise exclusively for fans across India.
The collection will feature fan jerseys, premium polo shirts, casual apparel and cricket whites, along with accessories such as coffee mugs, shakers and duffle bags. The initiative aims to make official CSK merchandise more widely accessible to cricket supporters throughout the country.
Founded in 2022 by sports enthusiasts from Indian Institute of Management Ahmedabad and National Institute of Fashion Technology, Hyve has rapidly expanded its footprint across India through its online retail platform.
As part of the collaboration, the company plans to produce at least 50,000 merchandise items for CSK fans nationwide. The range will be available through Hyve’s online store as well as the official CSK Store, with selected sports retail outlets also expected to stock the products. The partnership will additionally include a series of fan engagement initiatives during the IPL season, according to the media release.
Hyve founder Rakesh Rajeev said, “Our brand, seeks its name from the hive and is inspired by the resilient energy of the bumblebee. The collaboration with CSK combines this energy with the roaring spirit of the lions. United by the color Yellow and a shared philosophy of persistence and performance, this partnership is designed for those who never back down. We look forward to engaging with millions of Yellove Fans and becoming the cultural hub of the super kings.”
CSK managing director Kasi Viswanathan highlighted, “At CSK, we value partners who share the same desire and hunger to excel. We are highly impressed with the youthful exuberance of new-age D2C brands like Hyve. Right from the first meeting, they have demonstrated how modern-day businesses thrive on fast-paced execution. We wish Hyve the very best and are hopeful they will delight our Yellove Army with their wide range of CSK merchandise.”
