TechnoSport is a home-grown activewear brand. It has launched their largest flagship store in Hyderabad, alongside their new campaign ‘Stronger Than Your Sunscreen’.
The campaign highlights how fitness culture in India is shifting from aesthetics to performance, endurance, and climate-driven functionality, especially with heat and outdoor workouts becoming more mainstream.
With a foundation in R&D and vertically integrated manufacturing, the brand has developed proprietary fabric innovations that it claims have set new benchmarks in comfort, durability, and performance.
TechnoSport says that it has a nationwide presence across 7,000+ retail touchpoints, marketplaces, large-format retail and an expanding network of 26 Exclusive Brand Outlets.
Its portfolio features advanced in-house technologies such as Cotflex (4-way stretch), TechnoDry (quick-drying performance), Matpiq (refined matte finish), along with TECHNOCOOL+, TechnoGuard antimicrobial protection, and UPF 50+ sun defense. Every garment is engineered for Indian conditions, blending technical performance with everyday versatility.
Medianews4u.com caught up with Patralika Agrawal, Head of Marketing at TechnoSport.
Q. What are the priorities and focus areas going to be for TechnoSport in 2026 from a marketing perspective? Will there be any change compared with 2025?
In 2026, TechnoSport’s marketing focus is to scale climate-ready performance wear with stronger regional relevance and clearer consumer education. We’re not changing direction, instead we’re raising the intensity across three verticals: city-led storytelling, retail–content integration and climate-performance education built around our India-first technologies.
Our communication will stay close to real Indian movement commuters, walkers, runners and trainers showing how climate shapes their daily performance needs. Proven IPs like ‘Stronger Than Your Sunscreen’ will roll out in more high-UV cities to reinforce wearable protection and drive store-led discovery and trial. We will strengthen the narrative around India’s shift from aesthetics-driven fitness to endurance and everyday performance, positioning TechnoSport as the brand designed for the everyday athlete. Festive platforms like ‘Fit for Pujo’ will grow into region-building assets tied to cultural moments, local creators and retail growth.
Social channels will work with sharper roles: Instagram for climate × performance content, YouTube for in-depth education, LinkedIn for innovation leadership and regional creators for hyperlocal authenticity. Our omnichannel strategy will tighten the path from digital discovery to store experience to repeat purchase through geo-targetted campaigns and store-generated content.
With India moving rapidly toward functional, climate-adaptive apparel, 2026 is about TechnoSport leading this shift with clearer insight, stronger cultural fit and a more assertive brand voice.
Q. How important are authenticity and emotional resonance for the marketing message to land?
Authenticity is central to how we communicate. Our consumers live in diverse climates, juggle outdoor movement and fitness routines, and look for products that genuinely solve their everyday challenges. When a campaign reflects that lived reality-whether it’s heat, humidity, long commutes or cultural behaviour-the message becomes more meaningful. Emotional resonance for us comes from relevance: when people feel ‘This brand understands my life,’ the connection is immediate and lasting.
Q. Could you talk about the brainstorming with the creative agency that led to the campaign ‘Stronger Than Your Sunscreen’?
Like most of our campaigns, this was also conceptualised, owned and executed in-house. The idea took shape during our early strategy sessions for the launch of our largest Exclusive Brand Outlet at Hyderabad’s Sarath City Capital Mall. We wanted an idea that didn’t just announce a store, it needed to demonstrate what TechnoSport stands for.
During ideation, a recurring insight stood out: in India, sun protection is essential but rarely convenient. That sparked a shift in our thinking, from topical protection to wearable protection. Our UPF50+ apparel became the centrepiece, and the vending machine became the vehicle to bring that benefit directly to people, in real time, in real heat. The campaign grew from a desire to make our store launch meaningful by offering a solution that felt both useful and culturally relevant, rather than promotional.
Q. Could you talk about the various legs of the campaign that aim to highlight how fitness culture in India is shifting from aesthetics to performance, endurance and climate-driven functionality?
Each touchpoint of the campaign focused on real-world performance conditions rather than curated fitness moments. In Hyderabad’s heat, the vending activation made climate-led functionality tangible, people experienced apparel built for endurance right where the environment demands it.
Beyond the activation, our communication highlighted how everyday athletes, commuters, walkers, outdoor trainers, need gear that works with the climate, not just looks great in a gym mirror. This shift toward durability, breathability and heat-ready innovation mirrors the direction in which India’s fitness culture is moving, and TechnoSport is leaning fully into that evolution.
Q. This year the company did a Durga Pujo campaign, ‘Fit for Pujo’. What role does festive marketing play in the brand strategy?
Festive marketing plays a powerful and intentional role in our brand strategy. With Fit for Pujo, our goal wasn’t just to participate in the Durga Puja moment but to become a meaningful part of it. Pujo is a time of renewal, joy and high activity and we saw a natural opportunity to show how performance wear can support people through the celebrations, not just their workouts.
By launching the campaign on Mahalaya, partnering with a culturally resonant face, and expanding our retail presence in Kolkata and Asansol, we ensured the campaign connected emotionally and strengthened our footprint in the East. For us, festive campaigns are more than seasonal communication; they help us deepen cultural relevance, build regional resonance and integrate brand storytelling with retail activation.
Q. Could you shed light on the social media strategy in 2026 to participate in the consumer conversation around fitness?
Our social strategy for 2026 focusses on joining existing fitness conversations rather than creating artificial ones. This includes relatable, insight-led content around climate-led movement, regional creator partnerships, and storytelling that simplifies fabric technology for everyday users.
Platforms like LinkedIn have also become important as they allow us to communicate purpose-led and innovation-led narratives with high credibility.
Q. How are climate and outdoor workouts shaping product innovation and buying behaviour?
Climate now plays a decisive role in how consumers choose activewear. With rising temperatures, walking commutes, and a surge in outdoor workouts, people are looking for products that deliver real functional performance protection from heat, sun, sweat, and humidity. Comfort in extreme weather has become as important as style.
At TechnoSport, these shifts directly influence our product innovation. Every category-performance tees, polos, running tops, joggers, shorts, athleisure and winter layers are built using fabric technologies engineered specifically for Indian conditions. Our key innovations include:
● TechnoDry: Ultra-fast moisture-wicking and quick-dry capabilities for humid commutes and sweaty outdoor sessions.
● TechnoWarm+: Insulating yet breathable brushed fabric for early morning runs and winter workouts, designed to keep warmth in without trapping moisture.
● TechnoLite: Lightweight, breathable fabrics with UPF50+ protection ideal for outdoor activity and long hours in the sun.
● Cotflex: Cotton-like comfort with stretch, anti-static properties, and easy movement for all-day outdoor wear.
● TS Flexi: Stretch-driven, antimicrobial performance fabric that stays fresh through prolonged workouts and heat exposure.
Together, these technologies address what today’s buyer demands in real Indian weather.
Q. How will TechnoSport strengthen its omnichannel strategy in 2026? Will traditional and digital outlets be equally important for business growth?
Both channels will continue to play complementary roles. Our offline expansion – particularly through Exclusive Brand Outlets, helps consumers experience performance fabrics firsthand, which is crucial in this category. Meanwhile, digital channels support discovery, education and convenience.
Q. What trends are being seen in the rise of performance-first yet accessible activewear in India’s retail landscape?
We’re seeing a clear rise in performance-first yet accessible activewear in India, driven by evolving lifestyles, climate demands, and increasing health-consciousness. From our perspective, consumers are moving beyond logo-led aesthetics and prioritising functionality, comfort and affordability. This shift directly influences how we design, innovate and communicate, ensuring performance remains accessible to a much wider audience.
