By Kavita Mistry 
Have you ever felt a burst of motivation to make a beeline for the gym, or head out for a run simply because of a cute new T-shirt, or a pair of brightly patterned leggings? With luxury athleisure having a moment world over, your cute leggings or that chic tennis skirt are now workout motivators, and a lot more.
Joining the fray is luxury athleisure brand Athletifreak, which recently threw open the doors to its first store in India, in Delhi. Founded by entrepreneurs Mo and Noor Wadhwani in the US in 2021, Athletifreak is being backed in India by actor Shahid Kapoor and his wife and entrepreneur Mira Kapoor as strategic investors and brand ambassadors.
“The brand was born nearly five years ago when my husband was training for the Ironman triathlon. I have a background in fashion and was excited to celebrate fashion and fitness together,” says Noor. Mo recalls how he was able to dig deeper and identify opportunities for improvement in the clothes he was training in. “We kept asking ourselves how we could make something that has the right fabric, performance, functionality and fit. We also wanted to develop a brand that had to be a persona; where someone could say ‘I am an athletic freak’,” he says, of what he calls their ‘freakish passion for movement’.
Mo and Noor Wadhwani
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Special Arrangement
Training shorts, skorts, joggers, wayfarer shorts, classic polos, tanks, hoodies and sweatshirts, all in solid colours from deep blue and espresso brown to rose make up Athletifreak’s collection. A lot of time and research, Noor and Mo say, went behind the development of their different fabric technologies used across the garments, to make it lightweight, breathable, stretchable, anti-microbial and moisture wicking. “As a fabric geek, I realised it has to be functional, feel good and look good to bring fashion and functionality together in the best way possible. We are also very conscious about the materials used and 60% of our product is sustainable fabric,” Mo says.
Five years on, with India’s rapidly evolving fitness culture, the duo believes the timing could not have been better, for them to bring the brand here. Their brand story and vision to cater to people of all ages and all kinds of movement based on their individual journeys is something that Mira Kapoor says she resonated with. “Being a strategic investor and partner came very naturally to both Shahid and I. Shahid’s primary form of movement apart from exercise is dance, and for me, I love pilates, walking and mindfulness. We were keen on being involved in a brand that is rooted in India but has global appeal,” she says.
The Athletifreak store in Delhi
| Photo Credit:
Special Arrangement
The luxury athleisure brand’s choice to open its first store in Delhi comes close on the heels of the London-based brand Cos opening its first store in the city as well. While both Mira and Noor speak about their close ties to the city having grown up there, Noor further says that the city has an affinity for luxury, and is very conscious of luxury fashion.
“For us, it was more about entering India with a bang, not just about Delhi or Mumbai. We will be everywhere, and have a significant presence online as well. I think the tail winds behind fitness and wellness as an industry are very strong here at present,” Mira says.
Shahid speaks
“A versatile hoodie, a comfy — ready to take on the world kind of — sweatpants, and breathable high performance T-shirts,” says Shahid Kapoor, when asked what are the three must-have athleisure essentials everyone should have in their wardrobe. The actor says that it is important for everyone to find their personal style based on what they are comfortable and confident in, “Athletifreak too is designed in such a way that it is not just about looking good, it’s about feeling strong and prepared for whatever the day throws at you. That blend of functionality and style is exactly why these pieces have become a core part of my life and work,” he says. The brand being built for ‘real life’ is why he says he was keen on being a part of building it. “I could feel the garments move with me, support me and still have that style edge,” he adds.
“Athleisure has evolved because now, you can wear the same pair of leggings to the gym, you can travel in it with an oversized T-shirt or you can lounge at home. You can even go out at night wearing an interesting top or a blazer and a pair of heels, with your black leggings,” she adds. Athletifreak’s core black leggings for instance, she says, can be dressed up or down with the brand’s interesting jackets in different pop colours.
Having already partnered with Ironman in the US, the team behind Athletifreak is hoping to engage with India’s growing fitness communities in the coming months. “A court, a class, or a run club is now becoming a place of discovery for friendship and connection. This, I feel, aligns with Atheltifreak’s core philosophy, which is to find and engage with other people who share that same passion and that same drive,” Mira signs off.
Athletifreak is at Nexus Select CityWalk, New Delhi. Prices start from ₹3,999 onwards