Athletifreak, the US-born performance-lifestyle activewear brand, has officially launched its first Indian store at Nexus Select CityWalk, a premium retail destination. The entry marks a strategic expansion into India by the brand and signals growing demand for elevated fitness fashion in the market.
Founded in 2021 in New Jersey by Mo and Noor Wadhwani, Athletifreak built its identity on blending high-tech fabric innovation with aspirational design. Naming proprietary materials like ULTRALUX, INFINITECH, AIRLOOM, and CORE, it offers functional apparel—leggings, sports bras, shorts, and outerwear priced in the US range of $66–$250—targeting style-conscious, active consumers.
The India launch is backed by Athletifreak India Private Limited, incorporated in February 2025 in New Delhi. Through this entity, the brand is charting its course in India with a physical presence in one of the country’s most prestigious malls—home to global icons like Zara, Muji, and Chanel—which bodes well for both visibility and brand positioning.
CBRE Retail facilitated the lease, ensuring the brand secured a location with optimal footfall and alignment with its aspirational identity. This strategic placement in the heart of urban Delhi positions Athletifreak to tap into a growing segment of fitness-savvy urban consumers seeking premium performance gear.
Athletifreak India’s store joins the brand’s small but growing retail portfolio. The India store reflects a cautious, flagship-first approach, allowing the brand to validate the market through physical presence while potentially scaling through e-commerce or marketplace channels.
The brand’s pricing and product philosophy suggest a premium-access segment in India’s activewear space. Future expansion, retail formats, sourcing strategy, and pricing localization will chart the brand’s journey in this competitive market.
Athletifreak’s debut in India combines technical innovation, community-centric branding, and a carefully chosen Indian debut—signposting a thoughtful entry strategy that could find traction among India’s growing activewear and athleisure base.
