The actor’s new role as the face of Campus’ women’s footwear reflects a growing focus on female consumers in sports and lifestyle fashion, with leadership calling it a key growth driver
Why Kriti Sanon’s Association With Campus Activewear Signals a Shift in India’s Women’s Athleisure Market
The Indian sportswear and athleisure market has grown rapidly over the past five years, yet women’s categories have often remained underrepresented in mainstream campaigns. That may be changing, as Campus Activewear, one of the country’s largest footwear brands, has brought Kriti Sanon on board as the face of its women’s portfolio.
Sanon’s association is not being framed as a traditional endorsement but as a cultural positioning. Known for combining mainstream film roles with entrepreneurial ventures, she embodies what the brand calls individuality and everyday confidence. That framing ties into the company’s effort to capture not only metros but also aspirational Tier 2 and Tier 3 markets where women’s lifestyle choices are evolving rapidly.
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