Smriti Mandhana has been named brand ambassador for ONE8, marking a significant step in the brand’s push to strengthen its women’s performance wear category.
Developed by Agilitas, ONE8 is positioning this association as a long-term, co-creation partnership rather than a conventional endorsement. Mandhana will work closely with the brand’s product and R&D teams, contributing her on-field insights to shape training and performance apparel tailored for women athletes.
The collaboration also brings together Mandhana and Virat Kohli under the ONE8 ecosystem-symbolically framed as an “18 meets 18” moment-combining credibility, performance, and influence to drive the brand’s evolution in India’s sportswear space.
At the core of the partnership is a shared ambition to build a high-performance, athlete-led brand that resonates with the next generation. Mandhana’s involvement will play a key role in developing products that balance functionality, comfort, and performance-areas often underserved in women’s sportswear.
The move also reflects a broader shift in the endorsement landscape, where athletes are increasingly seeking deeper involvement in brand building rather than surface-level visibility. By integrating Mandhana into its innovation process, ONE8 aims to create more authentic, purpose-driven offerings.
As the brand expands its portfolio, the focus on women’s performance wear emerges as a key growth pillar-positioning ONE8 to tap into a rapidly evolving market driven by rising sports participation and demand for specialised gear.
