New Delhi: Luxury activewear brand ATHLETIFREAK has launched its first Indian store at Nexus Select CityWalk, Saket, New Delhi.
Founded in the US in 2021 by Mo and Noor Wadhwani, the brand is bringing its premium athleisure line to India in partnership with Mira and Shahid Kapoor, who have joined as strategic investors and brand ambassadors.
“India is an extremely strategic market for us. With Delhi, we’ve marked our first entry into Asia. We see tremendous potential here because the Indian consumer is fitness-forward, bold, and unwilling to compromise on quality or style,” said Mo Wadhwani, co-founder, ATHLETIFREAK.
Known for blending performance with fashion, ATHLETIFREAK’s portfolio spans fitness gear, leisure wear, and hybrid lifestyle apparel. The collections are designed to perform in high-intensity conditions while maintaining an elevated aesthetic.
“Our true product is transformation. We obsess over fabrication, functionality, and fashion, but ultimately, it’s about helping people move differently and think bigger,” he asserted.
The launch store in Delhi spans 1,200 sq. ft. and debuts with 200 SKUs, which will expand to nearly 550, the same range available in the US, within the next three months. Adjustments in fabrication, sizing, and design have been made to suit the Indian market.
Mira Kapoor, speaking on joining the brand, said, “Shahid and I have come on board as equal partners, both as investors and brand ambassadors. The idea is to combine our individual strengths to grow a brand that has immense potential in a market like India, where the appetite for fitness and lifestyle apparel is only growing. For us, this is not just about fashion, but about building a community that prioritises health and movement.”
“Our marketing will be deeply tied to community engagement. We want to be present across multiple channels from our own stores and website to leading online marketplaces to reach consumers wherever they are,” she further added.
Globally, ATHLETIFREAK has five stores in the US and a partnership with Ironman that presents the brand across international races. By 2026, the company aims to operate 12 stores in the US, while India is expected to contribute nearly 50 per cent of its global business in the next two years.
“We’re already preparing to expand into Mumbai, Bengaluru, and Hyderabad,” Mo stated.
Alongside ATHLETIFREAK, Mira Kapoor is also steering her other ventures. Highlighting the expansion plans of her 2 other brands, Akind and Dhun Wellness, she said, “With Akind, we are expanding the product portfolio and exploring new sales platforms, including quick commerce, while Dhun is moving quickly into Delhi and Gurgaon,” she said.
