Footwear brand Red Chief has appointed actor Ayushmann Khurrana as its new brand ambassador, marking a strategic move to deepen consumer engagement across metros as well as tier 1, 2, and 3 cities. The association aligns with the brand’s ambition to evolve into a more contemporary, lifestyle-led footwear player while retaining its strong Indian roots.

The partnership comes at a time when Red Chief is expanding its footprint beyond its core offerings to strengthen presence across formal leather shoes, casual footwear, sports shoes, and sneakers. With a renewed focus on younger consumers, the brand is working towards building relevance through modern design, enhanced comfort, and category diversification.

According to Manoj Gyanchandani, managing director at Leayan Global, Ayushmann Khurrana reflects the values Red Chief stands for-authenticity, commitment, and a grounded yet progressive outlook. His pan-India appeal across age groups makes him a natural fit as the brand looks to sharpen youth connect while reinforcing trust among its existing customer base.

Parth Gyanchandani, executive director, Leayan Global, highlighted that the brand is actively investing in product innovation, lighter constructions, comfort technologies, and contemporary design language. These efforts are aimed at positioning Red Chief not just as a footwear brand, but as a lifestyle statement for a younger, style-conscious audience.

Commenting on the association, Ayushmann Khurrana said the brand’s strong Indian identity and long-term growth journey resonated deeply with him. The partnership, he noted, is rooted in inspiring consumers to move forward with confidence, comfort, and individuality.

The collaboration will be activated through an integrated 360-degree marketing campaign spanning digital, television, print, outdoor, and in-store touchpoints, with the first campaign set to launch soon.