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Luxury activewear brand ATHLETIFREAK has made its India debut with the launch of its first store at Nexus Select CityWalk, Saket. Backed by Shahid and Mira Kapoor as strategic investors and brand ambassadors, the brand brings to India its Activewear, Leisure, and Hybrid Lifestyle collections designed to seamlessly blend style, performance, and comfort.
Founded in the United States by Indian-origin entrepreneurs Mo and Noor Wadhwani, ATHLETIFREAK is now being spearheaded in India by Delhi-based Priya and Vidhit Tulshan. The launch is more than just another retail opening—it reflects a broader cultural and business trend: the rapid rise of India’s leisure economy, where fitness, fashion, travel, and experiences are commanding a larger share of consumer spending.
According to DFU Publications, the Indian athleisure market touched nearly ₹60,000 crore (~$7.2 billion) in 2024, up from ₹52,000 crore the previous year, marking a robust 15% annual growth. Projections suggest it could rise to around ₹75,000 crore in 2025. A separate report by IMARC Group values the Indian athleisure market at $13.16 billion in 2024, with expectations to reach $21.25 billion by 2033, growing at a CAGR of 5.5%. Closely related, India’s sports apparel market stood at about $909 million in 2025 and is projected to double to $1.9 billion by 2030, according to GrabOn Insights.
Beyond apparel, India’s broader leisure landscape is thriving. The country’s leisure travel market, valued at $30.4 billion in 2024, is forecast to reach $54.8 billion by 2033, growing at 6.8% annually, as per IMARC Group. Meanwhile, the World Travel & Tourism Council projects that the overall tourism sector will contribute over ₹22 lakh crore (~$270 billion) to India’s economy in 2025, supporting close to 48 million jobs.
Mo Wadhwani, co-founder of ATHLETIFREAK, believes India’s demographic shift is central to this boom. “The entry of millennials into the consumption story has played a big part in the growth of the leisure space,” he said. Importantly, ATHLETIFREAK is not limiting itself to niche segments. “We are not targeting a specific audience. We are targeting everybody that moves — be it walking, dancing, playing Pickleball, or any other sport. ATHLETIFREAK aims to provide clothing that is stylish, comfortable, and luxurious for everyone on the move.”
With apparel engineered for India’s heat and humidity, a pipeline of digital-first growth strategies, and plans to expand into Mumbai and other metros, ATHLETIFREAK is well-positioned to ride this wave of leisure-led spending. As Wadhwani puts it, today’s Indian consumer is fitness-forward, bold, and unwilling to compromise on either comfort or style.
In many ways, ATHLETIFREAK’s launch is symbolic: not just a retail expansion, but a mirror of India’s evolving identity—where leisure, wellness, and aspiration are no longer side notes, but central to the way young Indians live, dress, and spend.
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