Oxpecker, India’s next-generation homegrown activewear and athleisure brand, has announced Indian international cricketer Washington Sundar as its first-ever brand ambassador. This partnership marks a significant milestone in the brand’s journey, signalling its ambition to redefine how India experiences activewear and athleisure.

Celebrated for his calm consistency, grit, and all-round performances on the global cricket stage, Washington Sundar represents more than just a brand association for Oxpecker — it is a meeting of values. Oxpecker’s on-point message, “Show Up”, mirrors Sundar’s personal mantra of resilience and balance, both on and off the field.

“What excites me most is seeing a young entrepreneur identify a real gap in the market and build an activewear and athleisure brand that’s stylish, functional, and uncompromising on performance. I believe Oxpecker has the potential to give India a much-needed wake-up call and inspire people to show up every day with confidence, in comfort and style,” said Washington Sundar, Indian international cricketer and Oxpecker’s first brand ambassador.

Founded in 2023 by twenty-year-old entrepreneur Dev Raval and co-founder Nitesh Raval, Oxpecker was built to address the lack of homegrown premium-quality activewear in the Indian market. With its “Made in India, for India (and beyond)” ethos, the brand is rooted in innovation and global ambition.

“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.

The brand’s newly launched film featuring Washington Sundar brings its “Show Up” call-to-action to life, showcasing that being an all-rounder isn’t limited to cricket — it’s about showing up for every challenge in life. From early morning workouts to long practice sessions to non-stop travel, Sundar proves that showing up is half the battle won.

Through striking visuals and a mindset-driven narrative, the film highlights Oxpecker’s activewear in action — tested through intense training sessions, long practice hours, and everyday movements — keeping Sundar comfortable, focused, and ready for more. Balancing style, performance, and comfort, Oxpecker reinforces a simple truth: performance isn’t about perfection or the spotlight, it’s about consistency. That’s what makes a champion, both on and off the field.