Activewear brand ELVN has launched its new social media campaign, ‘Love All’, featuring actress and influencer Sakshi Malik. The campaign was shot on a tennis court in Bali and marks one of the brand’s first major marketing initiatives since its launch two months ago.
Unlike traditional activewear campaigns that focus on fitness routines, workouts, or athletic performance, Love All centers on lifestyle moments surrounding the sport. The visuals feature Sakshi Malik and her friends gathered around a breakfast table on a tennis court, dressed in ELVN apparel between matches.
The campaign takes its name from the tennis term “love all,” which refers to the score at the beginning of a match when both players are at zero. Drawing inspiration from this concept, the campaign focuses on the moments before competition begins.
Through the campaign, ELVN incorporates elements associated with the growing tenniscore trend, a fashion movement influenced by tennis-inspired clothing and aesthetics. The creative direction also reflects the broader popularity of luxury sportswear and lifestyle-focused fashion seen across international markets.
With Love All, ELVN positions its activewear collection within a lifestyle and fashion context rather than emphasizing product performance or pricing. The campaign highlights social settings, leisure, and everyday wearability, aligning the brand with premium activewear and contemporary sports-inspired fashion trends.
Santul Katahra, Founder of ELVN, said. “Indian activewear has been sold the same way for years now – squat-proof, sweat-proof, gym-ready. All functions. We wanted to do the opposite. Activewear, for most women I know, isn’t just gym clothes anymore. It’s what they wear to brunch, to drop off their kid, to travel. Love All is about that life – the world around the workout, not the workout.”
Sakshi Malik said, “What I loved about this shoot was that it didn’t feel like work. We weren’t doing a fitness shoot. We were having breakfast. The clothes were comfortable enough that I forgot I was wearing them – which honestly is what I want from activewear anyway. And shooting in Bali didn’t hurt.”
