The Sock Street is expanding beyond everyday socks and entering the performance wear category with the launch of its new Compression Performance Gear collection. As part of this new phase, the homegrown brand has appointed Indian wrestling champion and undefeated MMA athlete Sangram Singh as its brand ambassador.
The newly launched range includes compression socks, compression arm sleeves, and calf sleeves, designed to support athletes and fitness enthusiasts during training, recovery, and everyday movement.
The expansion comes as India’s fitness landscape continues to evolve, with more people embracing varied workout routines such as running, strength training, functional fitness, and combat sports instead of focusing on a single activity. The brand believes this shift has created demand for versatile performance products that can be used across different training environments.
The launch is built around the campaign ‘Wear What Keeps You Grounded.’ According to the brand, being grounded represents more than physical balance it reflects discipline, resilience, consistency, and staying true to one’s roots. The new performance gear is positioned as an everyday companion that supports athletes throughout their fitness journey.
The campaign is fronted by Sangram Singh, whose journey from overcoming childhood arthritis to becoming a successful wrestler and undefeated MMA athlete aligns with the brand’s message of perseverance and continuous growth.
Watch the campaign
Udit Mayor, the CEO and Founder, said: “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. Sangram Singh was a natural choice because his story reflects resilience, discipline, and adaptability.”
He further added, “Those values sit at the core of what we want The Sock Street to represent. Our ambition is to build products and stories that stay relevant across every stage of the performance journey.”
Commenting on the collaboration, Sangram Singh said: “Every athlete’s journey is built on discipline, consistency and the willingness to keep improving. Those values have guided me across wrestling and MMA, and they continue to shape how I approach performance every day. That is why The Sock Street’s philosophy feels personal to me. It is about staying grounded while continuing to evolve, and that is a belief I strongly connect with.”
