Oxpecker, India’s next-generation homegrown activewear and athleisure brand, has proudly announced Indian international cricketer Washington Sundar as its first-ever brand ambassador. With this association, Oxpecker has stepped into a new phase of growth, signaling its ambition to redefine how India experiences activewear and athleisure.
For Washington, celebrated for his calm consistency, grit, and all-round performances on the global cricket stage, this partnership is more than a brand tie-up; it is a meeting of minds. Oxpecker’s on-point message, “Show Up”, mirrors the athlete’s personal mantra of resilience and balance, both on and off the field.
The Oxpecker Difference lies in customised materials including sweat-wicking, breathable, and odour-resistant fabrics engineered for Indian weather, mid-premium positioning that combines international quality at accessible Indian pricing, empowerment through style with apparel designed to inspire individuality and confidence, and a “Made in India, for India” approach with global ambitions rooted in Indian innovation.
Founded in 2023 by twenty-year-old entrepreneur Dev Raval and co-founder Nitesh Raval, Oxpecker has been created to fill a clear gap in the Indian activewear market, where consumers had no option but to compromise either on quality or price. The brand has launched in 2023 with a disruptive vision, collaborated with 150+ influencers to build a strong community presence, established its presence on top e-commerce platforms including Amazon, Myntra, and Ajio, and is now launching its first brand film with Washington Sundar, bringing its “Show Up” call-to-action to life.
With Washington Sundar as the face of consistency, the film highlights that being an all-rounder isn’t just about cricket; it’s about showing up for every challenge in life. From early morning workouts to long practice sessions to non-stop travel, Washington demonstrates that showing up is half the battle won. Alongside the brand message, the film showcases Oxpecker’s activewear in action, tested through intense training sessions, long practice hours, and everyday movements, keeping Washington comfortable, focused, and ready for more. With striking visuals and a mindset-driven narrative, the film underlines a simple truth: performance isn’t about perfection or the spotlight, it’s about consistency. That’s what makes a champion, on and off the field.
“The Indian activewear market has long had a gap, consumers either compromise on quality with budget options or overspend on international brands. With Oxpecker, we bridge that gap with a product range that delivers performance and affordability. Beyond the products, it’s a wake-up call for every Indian to show up every day, fully equipped with Oxpecker gear that’s smart on style, performance, and value. Washington Sundar, consistent both on and off the field, perfectly embodies the spirit of Oxpecker, elevating our presence with authenticity and credibility,” said Dev Raval, Founder, Oxpecker.
