Mumbai: Global apparel retailer UNIQLO has announced Indian cricket star Jasprit Bumrah as its new brand endorser in India. The partnership begins with the launch of a new campaign featuring Bumrah that highlights the brand’s LifeWear philosophy—clothing designed to make everyday life better through simplicity, quality and comfort.
The campaign centres around the brand’s AIRism Oversized T‑shirt and presents Bumrah in relaxed, everyday moments off the field. The 30-second film draws a subtle parallel between the cricketer’s journey as a fast bowler—shaped through consistency and instinct—and the effortless comfort of UNIQLO’s AIRism range. Through the narrative, the brand positions AIRism as a wardrobe essential that seamlessly fits into everyday routines.
Speaking about the partnership, 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.”
Commenting on the collaboration, Nidhi Rastogi, Marketing Director, UNIQLO India, 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.”
The campaign is currently live across digital and social media platforms, along with in-store displays and outdoor advertising, with the campaign film and imagery launching alongside the announcement.
