Activewear brand serves up lifestyle-first campaign with tennis twist

MUMBAI: Game, set, match? Not quite. ELVN’s latest campaign is more croissants than crunches, more breakfast banter than burpees. Just two months after launch, activewear brand ELVN is taking an unconventional route in a category long dominated by sweat-soaked workouts and performance-driven messaging. Its new social media campaign, Love All, featuring actor and influencer Sakshi Malik, places activewear far away from the gym floor and firmly within everyday life.

Shot on a tennis court in Bali, the campaign unfolds around a long white breakfast table dotted with sparkling water, orange juice, croissants and scattered tennis balls. Malik and her friends appear between matches, dressed in ELVN apparel, but there is no training montage, no sprint finish and no fitness challenge in sight.

The campaign borrows its name from tennis terminology. “Love all” is the score at the beginning of a match zero-zero, the moment before competition begins and every possibility remains open.

That idea sits at the heart of ELVN’s positioning. Rather than focusing on performance claims such as “sweat-proof” or “gym-ready”, the brand is leaning into the broader role activewear now plays in modern wardrobes. Increasingly, leggings and performance tops are worn not just for exercise but for travel, school runs, brunches and daily routines.

The approach also aligns with the growing popularity of tenniscore and quiet luxury aesthetics that have swept global fashion in recent years. Inspired by styles seen around Wimbledon and luxury labels such as Loewe and The Row, ELVN’s campaign presents sport through a more lifestyle-oriented lens, where elegance and athleticism coexist.

For a young homegrown label, the strategy marks a notable departure from the category playbook. While many emerging activewear brands compete on affordability or technical features, ELVN is attempting to carve out space through aspiration, storytelling and lifestyle appeal.

Malik, who fronts the campaign, said the shoot felt more like a relaxed morning gathering than a traditional fitness production, reflecting the campaign’s emphasis on comfort and effortless wearability.

The Love All campaign went live across ELVN’s digital platforms on 4 June 2026, serving up a reminder that in today’s activewear market, the story is no longer just about the workout but everything that happens around it.