Homegrown apparel brand The Sock Street has appointed Sangram Singh as its brand ambassador as it enters a new phase of growth and evolves into a performance-first brand catering to India’s growing community of everyday athletes.
Alongside the partnership, the company has launched its new Compression Performance Gear range, comprising compression socks, compression arm sleeves and calf sleeves. The move marks an expansion of the brand’s portfolio beyond its origins as a design-led socks brand focused on comfort and everyday wear.
Founded in 2023, The Sock Street said the new collection has been designed to support comfort, stability, endurance and recovery across multiple fitness disciplines, reflecting changing consumer behaviour as more Indians embrace running, strength training, combat sports and functional fitness.
The launch is anchored by the philosophy, ‘Wear What Keeps You Grounded’, which the brand describes as a celebration of discipline, resilience and consistency. According to the company, the campaign positions its performance gear as a constant companion for athletes navigating different training environments and evolving fitness goals.
Sangram Singh’s association with the brand aligns with this positioning. A FIT India Icon, Singh’s journey from overcoming childhood arthritis to building a career across wrestling and mixed martial arts embodies the values of perseverance and adaptability that The Sock Street aims to champion.
To mark the launch, the brand has also unveiled a campaign film titled ‘Wear What Keeps You Grounded’. Set within a single training environment, the film follows Singh as he transitions across strength, combat and endurance disciplines, bringing the brand’s performance-first philosophy to life through a narrative centred on discipline and resilience.
Watch the campaign here:
Speaking on the announcement, 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. 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.”
