Brands
The Sock Street names Sangram Singh brand ambassador, launches performance gear
Homegrown brand expands into compression wear with new ‘Wear What Keeps You Grounded’ campaign
MUMBAI: The Sock Street is stepping beyond everyday essentials and into the performance wear segment. The homegrown brand has appointed Sangram Singh as its brand ambassador while unveiling a new range of compression performance gear as part of its next phase of growth.
Founded in 2023 as a design-led socks brand, The Sock Street is broadening its portfolio to cater to India’s growing community of everyday athletes. The newly launched Compression Performance Gear collection includes compression socks, compression arm sleeves and calf sleeves designed to improve comfort, stability, endurance and post-workout recovery across a range of sporting and fitness activities.
The launch comes as India’s fitness landscape continues to diversify, with consumers increasingly combining running, strength training, combat sports and functional fitness instead of focusing on a single discipline. The company says this shift is creating demand for versatile performance products that can support movement across different training environments while remaining suitable for everyday use.
The expansion is accompanied by a new brand campaign titled ‘Wear What Keeps You Grounded’, which positions grounding as more than physical balance. According to the company, the campaign highlights qualities such as discipline, resilience, consistency and staying connected to one’s roots, values it believes define both athletes and its brand philosophy.
Speaking about the expansion, The Sock Street founder and chief executive officer Udit Mayor said the company’s evolution reflects changing consumer behaviour.
“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,” said Mayor.
He added that Sangram Singh was chosen because his journey embodies resilience, discipline and adaptability, qualities the brand wants to represent as it expands its performance portfolio.
Singh, an undefeated MMA athlete, wrestling champion and FIT India Movement icon, said the partnership aligns closely with his own sporting journey.
“The values of discipline, consistency and continuous improvement have shaped my career across wrestling and MMA. The Sock Street’s philosophy of staying grounded while continuing to evolve is something I strongly connect with,” said Sangram Singh.
To support the campaign, the company has also released a brand film featuring Singh moving through strength, endurance and combat training sessions. Rather than focusing heavily on the products, the film highlights the athlete’s training routine and the values underpinning the campaign.
With the launch of its compression range and the appointment of Sangram Singh, The Sock Street is signalling its ambition to evolve from a socks-focused label into a broader performance and lifestyle brand, targeting India’s expanding base of fitness enthusiasts with products designed for both training and everyday movement.
