Athloun, a super-premium performance lifestyle apparel brand, today announced that India’s leading cricket commentator and sports figure, Charu Sharma, has joined as Strategic Advisor & Mentor — Sports Culture & Collaborations, reinforcing the brand’s vision to build a mindful sportswear culture through purposeful partnerships.

Athloun crafts sustainable performance lifestyle apparel through plant-based innovation, minimal design, and lifestyle versatility — essentials that move seamlessly through work, play, travel,

and leisure.

Charu Sharma will lend his deep expertise in sports and brand strategy to amplify Athloun’s voice across sustainability, performance, and lifestyle culture — shaping high-trust partnerships and community-driven pathways. Already sporting Athloun polos for golf and tennis, Charu, who describes the brand as “a cut above the rest” — has begun sharing detailed insights on fit and sizing. These early inputs are now informing Athloun’s updated size framework, reflecting the brand’s commitment to precision, comfort, and mindful design.

Charu Sharma said, “Athloun’s commitment to high-quality, conscious, and performance-driven apparel for the modern man is what drew me to the brand. Athloun isn’t just about clothing; it’s about a lifestyle that values presence, comfort, and responsible living. I’m excited to help build a brand that resonates with sports enthusiasts and those who appreciate quality and sustainability in equal measure.”

Commenting on the appointment, Sandip Sinha, Co-Founder & CEO, Athloun Product Lab Pvt. Ltd. said, “We are thrilled to welcome a mentor like Charu Sharma to the Athloun family. His unparalleled knowledge of the sports landscape and his passion for promoting a mindful performance lifestyle align perfectly with our brand ethos. His guidance will be invaluable as we establish Athloun in the super-premium performance lifestyle apparel segment.”

Athloun’s partnership with Charu Sharma underscores its mission to blend performance with presence — a lifestyle that is both athletic and grounded. Crafted from responsibly sourced, FSC & ZDHC certified plant-based fabrics such as bamboo, modal, and cotton, Athloun delivers elevated comfort with performance features suited to intentional movement like golf as well as everyday living.

Athloun was co-founded by Sandip Sinha and Renu Singh. Sandip is a fashion-retail leader with over 25 years of experience across Aditya Birla Fashion & Retail and global brands, spanning brand building, merchandising, sourcing, and responsible product innovation. Renu brings 20+ years across fashion, retail, and education, with strengths in brand storytelling, consumer insight, and design-led mindfulness.