Shahid Kapoor and Mira Rajput back athleisure startup Athletifreak

When you think of actor Shahid Kapoor, two things stand out instantly: his fitness and his effortless sense of style. So, when Kapoor chooses to invest in a brand, it’s only natural that people pay attention.

That’s exactly what happened with Athletifreak, a home-grown athleisure label founded by Noor and Mo Wadhwani. Seeing its potential, Kapoor and his wife Mira Rajput came on board—not just as brand ambassadors, but as passionate investors.

“We’re witnessing a major shift in the way people dress today,” Kapoor says. “Athletifreak sits right at the heart of that movement. This felt like the perfect time to partner, build, and scale a brand that represents not just the present, but the future.”

With its perfect balance of comfort, function, and style, athleisure—an easy blend of athletic and leisurewear—has grown into a staple for people of all ages. And with Kapoor and Mira’s endorsement, the category is only set to gain more traction in India.

But this partnership runs deeper than celebrity backing. “Shahid and Mira aren’t just faces of the brand—they’re family,” says co-founder Noor Wadhwani. “They live the lifestyle we’re building around. They work out in the gear, obsess over the details, and actively contribute to product development. This isn’t a transactional association—it’s driven by shared conviction. Together, we’re building not just a label, but a culture of ambition and movement.”

As workplaces and social settings have adopted more relaxed dress codes, the rise of smart, stylish, and comfortable clothing was inevitable. The trend gained momentum when sports sneakers started making appearances with business suits, catching the eye of leading fashion designers. Pair that with rising awareness around wellness and a shift towards flexible workspaces, and you have a perfect storm for the athleisure boom.

“People no longer want separate wardrobes for separate parts of their day,” says Kapoor. “They want clothes that transition—whether they’re at the gym, at work, or out to brunch. Our collection is elevated, design-forward, and confidence-boosting. When you feel strong, powerful, and sharp, you project that energy. The mindset is the style.”

Rajput echoes that sentiment: “Athleisure isn’t just a trend anymore—it’s a lifestyle. People want comfort without sacrificing style, and that’s where Athletifreak nails it. It’s performance-driven but still polished. That’s the beauty of it: you don’t have to compromise.”

Co-founder Mo Wadhwani adds, “India is on the move—physically, mentally, and culturally. The wellness and intentional living wave is here. Athleisure isn’t just a fashion category anymore; it’s becoming a way of life. Global brands may have tested the waters, but the real opportunity is just beginning. Today’s Indian consumer is sharper, more ambitious, and more style-conscious than ever before. They’re willing to travel abroad for quality—we’re bringing that quality home.”

“When culture is ready to move, you don’t walk—you sprint. India’s moment is now. And so is ours,” he adds.