Mumbai: Homegrown performance apparel brand The Sock Street has appointed Indian wrestling champion and undefeated MMA athlete Sangram Singh as its Brand Ambassador, marking its evolution into a performance-first brand with the launch of its new Compression Performance Gear collection.
The latest range includes compression socks, compression arm sleeves and calf sleeves, designed to support comfort, stability, endurance and recovery for India’s growing community of fitness enthusiasts and everyday athletes.
Founded in 2023 as a design-led socks brand focused on comfort and everyday wear, The Sock Street is expanding its portfolio in response to changing consumer fitness habits. The company said today’s consumers increasingly participate across multiple disciplines—including running, strength training, combat sports and functional fitness—driving demand for versatile performance products.
The campaign is built around the philosophy “Wear What Keeps You Grounded,” highlighting values such as discipline, resilience, consistency and adaptability. According to the brand, the campaign reflects both physical stability and the mindset required to sustain long-term performance.
Speaking on the announcement, Udit Mayor, CEO and Founder, The Sock Street, said, “The way people approach fitness today has changed. Consumers do not move through life in just one lane, and they expect the products they wear to keep pace with that reality. The launch of our Compression Performance Gear collection reflects that evolution and marks an important step in our journey. Sangram Singh was a natural choice because his story reflects resilience, discipline and adaptability. Those values sit at the core of what we want The Sock Street to represent. Our ambition is to build products and stories that stay relevant across every stage of the performance journey.”
The company said Sangram Singh’s journey—from overcoming childhood arthritis to establishing himself as an accomplished wrestler and undefeated MMA athlete—aligns with the brand’s positioning around perseverance and continuous self-improvement.
Commenting on the collaboration, Sangram Singh said, “Every athlete’s journey is built on discipline, consistency and the willingness to keep improving. Those values have guided me across wrestling and MMA, and they continue to shape how I approach performance every day. That is why The Sock Street’s philosophy feels personal to me. It is about staying grounded while continuing to evolve, and that is a belief I strongly connect with.”
With the new product launch and ambassador partnership, The Sock Street aims to strengthen its presence in India’s growing sports and fitness market while broadening its appeal beyond lifestyle wear into the performance apparel segment.
