Reliance Retail signs Jasprit Bumrah as brand ambassador for its activewear apparel brand

Reliance Retail has signed cricketer Jasprit Bumrah as the brand ambassador for its activewear apparel brand, Performax, in a bid to take on competition with Puma, Nike and Adidas.

In a press release, Akhilesh Prasad, CEO, Reliance Retail – fashion and lifestyle, said Jasprit has been a consistent performer leading India’s pace charge over the years and we aspire to build Performax as the first Indian sports brand of international repute. “This association is among the first in a series of initiatives we plan to undertake towards establishing Performax as the preferred activewear brand for our customers,” he said.

Jasprit Bumrah said Performax has an exciting line-up of high-performance technological activewear which should be the perfect partner for the next generation of Indian athletes.

Retail said it will expand the brand’s presence through exclusive brand outlets at Reliance Retail’s fashion and lifestyle stores, digital platforms and multi-brand outlets. Performax is Reliance Retail’s own brand specialising in activewear merchandise and is present in footwear, apparel and accessories. The brand is present in over 1,000 stores in 330-plus cities and towns.