Oxpecker, India’s next-generation homegrown activewear and athleisure brand, has signed Indian international cricketer, Washington Sundar, as its first-ever brand ambassador.
With this partnership, Oxpecker enters a new chapter of expansion, signifying its desire to reinvent how India perceives sportswear and athleisure.
For Washington, known for his calm consistency, tenacity, and all-round performances on the international cricket arena, this collaboration is more than just a brand collaboration; it is a meeting of minds. The athlete’s personal principle of perseverance and balance, both on and off the pitch, is mirrored in Oxpecker’s timely message, “Show Up”.
On the development, Washington 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.”
The Oxpecker’s Difference:
Customised Materials: Sweat-wicking, breathable, and odor-resistant fabrics designed specifically for Indian conditions.
Mid-Premium positioning: International quality at affordable Indian prices.
Empowerment through Style: Clothing meant to promote originality and confidence.
Made in India, for India (and beyond): The worldwide goals stem from Indian invention.
Oxpecker was established in 2023 by twenty-year-old entrepreneur Dev Raval and co-founder Nitesh Raval to address an obvious void in the Indian sportswear industry, leaving customers with little choice.
Dev Raval, Founder, Oxpecker, said, “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.”
Launched in 2023 with a new approach to Indian sportswear, the company established a strong community presence through collaborations with over 150 influencers. It has also broadened its reach by creating a presence on popular e-commerce sites like Amazon, Myntra, and Ajio.
Furthermore, the brand is also launching its first brand film with Sundar to bring its “Show Up” call to action to life. The film emphasises that being an all-rounder is more than just cricket; it is about turning up for every challenge in life. From morning exercises to extensive practice sessions to nonstop travel, Washington demonstrates that simply turning up is half the battle fought.
Along with the advertising pitch, the film shows Oxpecker’s sportswear in action, tested throughout intensive training sessions, extended practice hours, and everyday motions to keep Washington comfortable, engaged, and ready for more. With dazzling graphics and a mindset-driven storyline, the video emphasises a basic truth: performing isn’t about perfection or the spotlight, but about consistency. That’s what defines a champion, both on and off the pitch.
