Agilitas has appointed Smriti Mandhana as brand ambassador for ONE8, its sportswear brand, as part of its focus on expanding in the women’s sports and lifestyle segment. According to the company, the association aims to strengthen the women’s category as a key growth area, with a focus on performance-led products shaped by athlete insights and training needs.
The partnership reflects a shift towards longer-term athlete collaborations, where involvement goes beyond brand visibility. Mandhana is expected to contribute to product development, particularly in women’s cricket performance wear and high-intensity training apparel.
The collaboration also highlights a broader trend in the sportswear industry, where brands are working more closely with athletes to shape products and build credibility. ONE8 is positioning its women’s segment as a core part of its expansion, targeting both professional and everyday users.
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Commenting on the association, Abhishek Ganguly, co-founder and CEO, Agilitas, said, “Smriti coming on board marks a defining moment for us. This is not a conventional endorsement; it is a true co-creation partnership, where her insights as an elite athlete will directly shape how we design, innovate, and build our women’s performance category. She has already been working closely with our product and R&D teams, and that depth of involvement is critical to what we are creating.”
He further added, “Smriti embodies both excellence and intent, and her alignment with the ethos of One8 makes her a natural partner as we build India’s first high-performance sportswear brand. This is a long-term play, and we are excited about the meaningful impact we can create together.”
Smriti Mandhana, Brand Ambassador, ONE8, said, “When the mission speaks to you, you show up fully. Agilitas did exactly that for me. I am joining ONE8 with everything I have got – my experience, my passion, and my commitment to building something meaningful for women in cricket and training.”
