GLOBAL APPAREL RETAILER UNIQLO has announced Indian cricketer Jasprit Bumrah as its brand endorser in India. The partnership begins with the launch of a new campaign featuring Bumrah, highlighting the brand’s LifeWear philosophy, clothing designed to make everyday life more comfortable and functional.
The 30-second campaign film showcases Bumrah in relaxed, everyday moments away from the cricket field, illustrating how the AIRism Oversized T‑shirt fits naturally into his daily routine. The film emphasises how certain essentials gradually become part of everyday life, positioning AIRism as a wardrobe staple people find themselves returning to time and again.
The campaign has gone live across digital and social media platforms, as well as in-store displays and outdoor advertising. Campaign imagery and the film have been released alongside the announcement of the partnership.
Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with UNIQLO – the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
UNIQLO India managing director Nidhi Rastogi said, “We are proud to partner with cricket world champion, Jasprit Bumrah and welcome him to the UNIQLO family. His focus on excellence, authenticity and quiet confidence reflects the essence of UNIQLO’s LifeWear philosophy. We are excited to collaborate with someone who shares the same values and purpose as we do.”
