ASICS, a Japanese sports performance brand, has signed partnerships with Indian cricket stars Shivam Dube and Varun Chakaravarthy, bolstering its athlete ecosystem and starting the ‘Move your body, move your mind’ campaign.
The campaign builds on ASICS’ 75-year dedication to the transforming power of exercise for physical and mental well-being. The announcement comes at a critical time as both athletes prepare to represent India at the upcoming World Cup.
Shivam Dube reflects strength, mobility, and endurance based on power and balance, which is closely connected with ASICS performance engineering. Varun Chakaravarthy, one of cricket’s most unique mystery spinners, stands out by his calm demeanour and tactical precision under pressure, which exemplify the idea of a sound mind. They embody ASICS’ philosophy in true performance, which ties sport to everyday activity.
Rajat Khurana, Managing Director, ASICS India and South Asia, said, “At ASICS, we’ve always been inspired by transformation journeys built on grit, self-belief and consistency. Shivam and Varun represent two different expressions of the modern Indian athlete, one driven by explosive power and adaptability while the other by precision and composure, yet both grounded in discipline and balance. Their journeys align strongly with our philosophy of ‘Sound Mind, Sound Body,’ and we’re proud to welcome them into the ASICS family.”
Shivam Dube said, “I’ve always believed that growth comes from staying consistent, especially when the path isn’t linear. That is why ASICS resonates with me. The brand understands performance in a holistic and grounded way. This partnership feels like a natural extension of the mindset I’ve built over the years and I’m excited to represent a brand that champions balance, purpose and long-term evolution.”
On the association,Varun Chakaravarthy, said, “For me, performance has always been about preparation, patience and mental clarity. ASICS’ ‘Sound Mind, Sound Body’ philosophy reflects how I approach the game and my training. I’m excited to be part of a brand that values long-term development and balance, both on and off the field.”
Notably, the deal between Varun Chakaravarthy and ASICS was facilitated by Whiteleaf Talent Management.
On the pact, Varun further added, “WLT understood that connection from the start and aligned a partnership that feels authentic. I am excited to work with both ASICS and the WLT team to build something meaningful, both on the field and beyond.”
Speaking of the association, Mohamed Asif, Co-founder, Whiteleaf Talent Management, said, “We are excited to have facilitated this partnership between ASICS and Varun Chakaravarthy. Varun brings a rare blend of skill, discipline, and consistency and ASICS is a brand built on technical excellence and athlete-first innovation. This collaboration reflects the kind of meaningful brand-athlete alignment we aim to create.”
Dube and Chakaravarthy have distinct but complementary qualities to ASICS’ increasing athlete roster. Cricket, as a sport, requires tenacity, durability, and efficient mobility. The ‘Move your body, move your mind’ commercial promotes the power of movement, emphasising ASICS’ objective to inspire people all around to enjoy the uplifting benefits of activity.
