ONE8 Signs Smriti Mandhana to Strengthen Women’s Sportswear Category

Why It Matters

The collaboration gives ONE8 authentic credibility in the fast‑growing women’s cricket market and leverages Mandhana’s insight to drive product differentiation, signaling heightened commercial confidence in women’s sport apparel in India.

Key Takeaways

• Smriti Mandhana joins ONE8 as ambassador and product collaborator.
• Partnership focuses on co‑creating women’s high‑performance cricket apparel.
• ONE8 aims to become India’s first premium performance sportswear brand.
• Agilitas leverages elite athletes to drive product innovation.
• Women’s sportswear segment sees accelerating brand investment in India.

Pulse Analysis

ONE8, the performance‑focused sportswear label launched by Agilitas after restructuring Virat Kohli’s former Puma partnership, is positioning itself as India’s first vertically integrated premium brand. The company targets rapid growth across footwear, apparel and training gear, leveraging a platform model that blends design, manufacturing and direct‑to‑consumer distribution. In a market traditionally dominated by global giants, ONE8’s strategy hinges on athlete‑led credibility and product differentiation. By signing high‑profile sport icons, the brand seeks to accelerate market share and establish a distinct performance identity both domestically and abroad.

The latest addition is Indian cricket star Smriti Mandhana, who signs a long‑term ambassadorship that goes beyond typical endorsement deals. Mandhana will work directly with ONE8’s design, research and R&D teams to co‑create technical apparel tailored to the physiological needs of women athletes, especially in cricket and high‑intensity training. Her commercial portfolio—spanning personal care, nutrition and lifestyle brands—adds valuable consumer insight, while her on‑field success provides authentic validation for the new product line. This collaboration signals a shift toward athlete‑driven innovation in women’s sportswear.

The partnership reflects a broader surge in investment in women’s sport across India, where participation rates and viewership are climbing sharply. Brands are moving from simple logo placement to co‑creation models that promise functional benefits, a trend that aligns with global consumer demand for purpose‑driven products. As ONE8 scales its offering, the company could leverage Mandhana’s fan base to penetrate regional markets and eventually export to overseas cricket‑loving audiences. The deal underscores the commercial confidence that women’s performance apparel represents a long‑term growth engine for Indian sportswear manufacturers.