SIX5SIX, a leading sports apparel brand, has made a piece of massive news this Indian Premier League (IPL) season, as they partnered with Kolkata Knight Riders (KKR) and released their iconic black jersey for the fans.
Every piece, from on-field jerseys to travel and fan collections, has been inspired by KKR’s journey, portraying the team’s enthusiasm, tenacity, and pride. The goal is to build an emotional tie between the franchise and its passionate followers throughout the world by providing cheap and unique merchandise.
To learn about the partnership, SportsMint Media had the privilege of interviewing Ms Avni Aneja, Co-founder & Creative Director, SIX5SIX.
In the brief interview, Ms Aneja mentioned some insights about this partnership, the secret behind the name, the long-term goal, and more.
1. How has the journey of SIX5SIX been over the years and how has it evolved to be where it is today?
It’s been an interesting journey. Every time you speak to an entrepreneur who really enjoys what they do, they tend to be pretty similar. Of course, everything you start on your own has challenges, but if you enjoy the work you’re doing, the journey is worth it. My brother and I co-founded SIX5SIX seven years ago. We were young, wide-eyed in our early 20s, thinking everything would work out. And, in time, it did. We always wanted to do something in the sports community because both of us were athletes—me in basketball and my brother in cricket. Bringing that passion to life through SIX5SIX has been exciting.
2. Why the name SIX5SIX? What’s behind it?
The name has been a great conversation starter. We went through over 125 names, but all of them were already registered. One day, we were on a flight, and the flight number was 656. We liked how it sounded, and we figured it was a name that meant nothing, allowing us to build it from the ground up. It just felt right, so we went with it.
3. How would you differentiate SIX5SIX from other sports merchandise or sportswear brands?
From the beginning, our goal was clear. We wanted to create something as big as the global brands like Nike, Adidas, Reebok, and Puma but based in India. We wanted to connect sports teams with their fans, something that was missing in the Indian market. We began with football, Kabaddi, and table tennis, and now, we’re in cricket. The key differentiator for us is putting design first, ensuring that every product resonates with the fans while maintaining quality.
4. Can you share some insights into your partnerships, especially with IPL teams like KKR and LSG?
Cricket, especially the IPL, has been a dream. KKR, in particular, has been a great journey. With KKR, we were given the freedom to create what we felt was right. We focused on building a connection between the brand and the team’s legacy. The challenge was balancing their established identity with the fresh design approach we wanted to bring. Working with KKR was about finding synergy—keeping their legacy intact while infusing newness.
5. How do you find creative advantages when working with established teams like KKR, which already has a legacy?
It actually worked to our advantage. With a heritage team like KKR, we had a built-in direction and story to work with, which gave us a solid foundation. The fact that KKR had already won three IPL titles also helped in creating a deeper connection. We were able to take that existing storyline and add our twist to make it resonate with fans.
6. SIX5SIX also has ties with multiple ISL clubs. What’s your approach to non-IPL teams, and what’s your strategy there?
Our philosophy has remained consistent across all sports. We aim to build a strong identity for each team and connect that with the fans. Whether it’s football, Kabaddi, IPL, ISL, or even international leagues, the goal is to create a unique story for each team. We’ve worked with teams like Kerala Blasters, Goa, and Chennai, and our approach is the same: design with a purpose, ensuring that the fans can relate to the story behind the merchandise.
7. For the Indian national football team, how did the challenge of replacing a brand like Nike go?
Replacing Nike was a big challenge. The fans were passionate about having the national team represented by an iconic brand, and initially, there was resistance to the change. But it was also a learning experience. We had to educate fans about the quality and design we were bringing, which was more India-centric than what Nike had done. Over time, we’ve managed to turn that narrative around and gained acceptance. Now, more teams are reaching out to us for their merchandise because they see the value we bring.
8. How do you handle the challenges of high demand, especially during events like the IPL, and ensuring quality control?
It’s definitely a challenge, given the massive market demand. But we’ve learned to prepare in advance. For instance, with KKR, we started designing and creating products back in September 2024. We’ve also been able to manage this better because we manufacture everything in our own facility, which gives us control over both quality and quantity. If a product is in high demand, we can quickly adjust and increase production.
9. What is SIX5SIX’s long-term goal?
Our long-term goal is to create a sportswear brand from India that is globally competitive, on par with the big four like Nike and Adidas. We also plan to open physical stores and experience centres soon, where fans can truly immerse themselves in the teams we work with. Our goal is to bring fans closer to the teams they love, creating an experience, not just a product.