Global apparel retailer UNIQLO has announced Jasprit Bumrah as its new brand endorser in India.
The partnership begins with the launch of a new campaign featuring Bumrah, highlighting the brand’s LifeWear philosophy, which focuses on clothing designed to improve everyday life through simplicity, quality and comfort.
Speaking about the collaboration, Jasprit Bumrah said:
“In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with UNIQLO – the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Campaign Highlights Everyday Moments
The campaign introduces a 30-second film that portrays Bumrah in relaxed moments away from the cricket field. The story centres around the AIRism Oversized T-shirt, highlighting how the garment fits seamlessly into daily routines.
The film draws a subtle connection between Bumrah’s journey as a fast bowler—built through consistency, discipline and instinct—and the way certain clothing pieces become everyday essentials over time.
With its ease, comfort and effortless fit, the AIRism T-shirt is presented as a wardrobe staple that consumers return to regularly.
Brand Perspective on the Partnership
Commenting on the collaboration, Nidhi Rastogi said:
“We are proud to partner with cricket world champion, Jasprit Bumrah and welcome him to the UNIQLO family. His focus on excellence, authenticity and quiet confidence reflects the essence of UNIQLO’s LifeWear philosophy. We are excited to collaborate with someone who shares the same values and purpose as we do.”
Multi-Platform Campaign Rollout
The campaign has been launched across multiple channels including:
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Digital platforms
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Social media
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In-store displays
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Outdoor advertising
Campaign imagery and the promotional film have been released alongside the official partnership announcement.
