MAM
Virat Kohli joins Hyperice as athlete-investor & global brand ambassador
Mumbai: Wellness brand Hyperice on Thursday announced Indian cricketer Virat Kohli as a Hyperice athlete-investor and new brand ambassador.
Through the partnership, Kohli will work collaboratively with Hyperice to further accelerate the wellness category as it begins its expansion into India and continues its growth throughout the globe, said the statement.
The cricketer joins a list of elite global athlete-investors, including global football superstar Erling Haaland, four-time tennis Grand Slam champion Naomi Osaka, Super Bowl MVP Patrick Mahomes, NBA star Ja Morant and PGA Tour champion Rickie Fowler.
“Virat is one of the most prolific cricketers around the world and we are honored to have him join team Hyperice,” said Hyperice CEO Jim Huether. “We are on a mission to help everyone move and live better, and Virat is key to helping us elevate the importance of both mental and physical wellness for all people – both on and off the field.”
The captain of the Men’s Indian Cricket Team and the Bangalore Royal Challengers, Kohli is currently the fourth highest followed sportsperson on Instagram, a testament to his immense popularity and reach.
“As athletes, the way we train and compete defines us. Hyperice has provided me with a suite of innovative products that have continuously helped me optimise my performance and recovery, so it was a no-brainer for me to join the team as both an investor and ambassador,” said Kohli on the association. “Hyperice is on a mission to help people move better around the world, and I look forward to helping tell their story in my home country of India and beyond.”
The existing range of Hyperice products in India are available on Croma and the refreshed Hypervolt and Vyper products will begin rolling out globally in late 2021, with Hyperice X and Core launching globally in 2022, stated the company.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
