With the launch of ÉLAN by Campus, Campus Activewear is redefining modern menswear by bringing together versatility, understated elegance and everyday comfort —designed for the way today’s Indian man lives, works and moves…
For years, Campus Activewear has been synonymous with sports and athleisure. As changing consumer lifestyles are reshaping the rules of footwear consumption, the modern wardrobe is no longer neatly divided into formal and casual. Today’s professionals move effortlessly from office meetings to coffee catch-ups, airport lounges to weekend dinners,often expecting one pair of shoes to complement every occasion.
Recognising this shift, Campus has entered the growing neo-casualsegment with ÉLAN by Campus; a collection of loafers, brogues, moccasins, derby shoes and refined casual footwear designed for men who value effortless sophistication without compromising on comfort. More than a portfolio extension, the launch reflects the brand’s ambition to shape an emerging category that mirrors the increasingly fluid lifestyles of India’s aspirational consumers.
“ÉLAN by Campus marks an important milestone in our portfolio evolution and reflects our commitment to anticipating changing consumer preferences through meaningful product innovation. As the smart casual category continues to gain momentum, ÉLAN by Campus enables us to strengthen our presence in this highpotential segment with a premium offering that seamlessly blends style, versatility and everyday comfort for the modern Indian consumer, said Gaurav Sharma, CMO, Campus Activewear.
The Rise of the Occasion-Fluid Consumer
The idea of dressing for a single occasion is gradually becoming obsolete. Instead, consumers today seek products that transition effortlessly across multiple settings throughout the day. This changing behaviour has created a clear opportunity for footwear that combines the polish of formal shoes with the comfort of casual sneakers. According to Sharma, the distinction between style-led and comfort led purchases has virtually disappeared.
“Today’s consumers no longer see style and comfort as trade-offs. They expect products that deliver both without compromise. Lifestyles have become more fluid, with a single day often spanning meetings, commutes and social engagements. Consumers are looking for footwear that adapts as seamlessly as they do,” he explained.
This evolving behaviour forms the foundation of ÉLAN by Campus. Designed around what the brand calls the ‘9-to-9 lifestyle’, the collection caters to professionals who want to look refined without feeling overdressed. Refined silhouettes, thoughtful detailing and all-day comfort come together to create footwear that moves effortlessly across business meetings, travel, weekend outings and evening occasions.
Rather than positioning neo-casual as simply another fashion trend, the brand views it as an entirely new way of dressing, where elegance feels natural rather than forced.
“Effortless elegance lies in that balance— looking put together without appearing overdone, and having the confidence of knowing your footwear belongs wherever the day takes you,” said Sharma.
Building a Lifestyle Brand Beyond Footwear
The launch of ÉLAN by Campus also reflects a broader shift in the way Campus engages with its consumers. Today’s digitally native audience discovers brands differently from previous generations, making purchasing decisions through creators, communities, commerce and culture rather than traditional advertising alone.
For Campus, this means moving beyond visibility-driven campaigns to create deeper lifestyle relevance. “The modern consumer doesn’t discover brands the way previous generations did. He moves seamlessly between creators, culture, commerce and communities, often making decisions based on relevance rather than reach,” said Sharma. “Digital today isn’t merely a distribution channel. It’s where aspirations are shaped and identities are expressed. Our role is to become part of modern man’s everyday rhythm not by demanding attention, but by earning it through relevance, consistency and quiet confidence.”
This philosophy is evident in the brand’s latest campaign, ‘Most Elegant Man in Town’, fronted by acclaimed actor Jim Sarbh. Rather than relying solely on celebrity appeal, Campus sought a personality whose individuality and understated confidence naturally reflected the ethos of the brand. “Collaborations today are becoming far more strategic. The objective is no longer just visibility, but stronger alignment with brand philosophy and long-term relevance. Jim Sarbh was a natural choice because he embodies the spirit of the effortlessly elegant man. The most meaningful partnerships don’t just amplify a message; they strengthen the story a brand is trying to tell,” Sharma added.
The campaign also builds on Campus’s evolving approach to storytelling, following collaborations such as Kriti Sanon for You Go, Girl! and the brand’s experimentation with an AI powered travel influencer, reflecting its willingness to embrace emerging cultural and digital trends.
An Omnichannel Experience
While digital engagement continues to evolve, Campus believes physical retail remains equally important in shaping consumer perceptions. The company has adopted an omnichannel strategy that integrates its own website, marketplaces such as Amazon and Myntra, and an extensive retail network to create a consistent brand experience across every touchpoint.
“Physical retail continues to play an important role, not merely as a point of sale but as a space where consumers experience a brand firsthand. For ÉLAN by Campus, stores bring the world of the Effortlessly Elegant Man to life. Consumers want to appreciate the details, experience the comfort and discover products in environments that inspire confidence,” said Sharma.
He believes the future lies not in choosing between online and offline retail, but in ensuring every interaction reflects the same philosophy and brand identity.
Creating a Category
For Campus, the launch of ÉLAN by Campus is about far more than entering another footwear segment. It represents an opportunity to establish neo-casual as a meaningful category within Indian footwear while responding to a generation that increasingly rejects rigid definitions of formal and casual dressing. The vision for ÉLAN by Campus is to establish neo-casual as a meaningful category within Indian footwear and become the preferred choice for the Effortlessly Elegant Man.
“The modern Indian man is changing, and his expectations are changing with him. ÉLAN by Campus exists to move alongside him with quiet confidence, understated sophistication and effortless elegance. As lifestyles evolve, so will we through thoughtful innovation, contemporary design and storytelling rooted in authenticity. We’re not merely introducing another footwear offering, but we’re helping define a category for a generation that no longer sees life in formal and casual boxes, but in the moments in between,” concluded Sharma.
