In cricket-obsessed India, athletes known for their prowess on the pitch are increasingly pairing with fashion companies for capsule collections, brand ambassadorships (which can ultimately lead to capsules), or both. Examples of the growing number of partnerships arising in the last couple of years include the following: Skechers partnered with Mohammed Siraj in September 2025, […]
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Bollywood and Beyond
Celebrity brand extension through licensing and other means has been on the rise in India of late, as famous faces from a variety of sectors introduce merchandise programs. The personalities’ efforts often (but not always) revolve around brands they have developed, rather than their names alone. Some key segments include: Cricket players. Virat Kohli, captain […]