OXPECKER, India’s homegrown activewear and athleisure brand, has appointed Indian cricketer Washington Sundar as its first-ever brand ambassador. Founded in 2023 by Dev Raval and co-founder Nitesh Raval, the partnership marks a new phase of growth for the brand, reinforcing its ambition to reshape India’s approach to activewear and athleisure.
The launch film positions Sundar as the face of Oxpecker, carrying the message that being an all-rounder is not confined to cricket but extends to life itself — from early morning workouts to gruelling practice sessions and constant travel. The campaign also brings Oxpecker’s performance-focused apparel to the fore.
At the heart of the brand’s communication is the line “Show Up”, a message that aligns seamlessly with Sundar’s personal mantra of resilience and balance, both on and off the field, per the release.
Sundar said, “What excites me most is seeing a young entrepreneur identify a real gap in the market and build an activewear and athleisure brand that’s stylish, functional, and uncompromising on performance. I believe Oxpecker has the potential to give India a much-needed wake-up call and inspire people to show up every day with confidence, in comfort and style.”
Raval added, “The Indian activewear market has long had a gap, consumers either compromise on quality with budget options or overspend on international brands. With Oxpecker, we bridge that gap with a product range that delivers performance and affordability. Beyond the products, it’s a wake-up call for every Indian to show up every day, fully equipped with Oxpecker gear that’s smart on style, performance, and value. Washington Sundar, consistent both on and off the field, perfectly embodies the spirit of Oxpecker, elevating our presence with authenticity and credibility.”
