Campus Activewear taps Vicky Kaushal to launch new brand identity

Indian sports and athleisure footwear brand Campus Activewear has launched an integrated campaign featuring actor Vicky Kaushal, using workplace humour to connect with younger consumers and promote its ‘Move Your Way’ brand philosophy.

Released on October 22, 2026, the campaign centers on familiar corporate tensions, including Sunday work calls and blurred boundaries between professional commitments and personal time. In the campaign film, Kaushal plays an employee who brings his weekend activities, from fitness to pottery and partying, into a Sunday office meeting, challenging his boss’s expectations.

The campaign will run across television, OTT and digital platforms, supported by creator-led content inviting audiences to share their perspectives on ambition, work-life boundaries and individuality under the hashtag #MoveYourWay.

New visual identity supports brand positioning

The launch also marks the debut of Campus Activewear’s new visual identity, featuring dynamic lines and outward-facing arrows intended to represent movement, freedom and self-expression. The initiative comes as brands increasingly use cultural conversations and relatable storytelling to engage younger consumers in India’s competitive sportswear market.

Offering accessible sports footwear

Introduced in 2005, Campus Activewear Limited is an Indian sports and athleisure footwear company listed on the NSE and BSE. It offers footwear for the entire family across price points.

The company reports an estimated 17 per cent share of India’s branded sports and athleisure footwear market, supported by in-house manufacturing, more than 30,000 retail outlets across 800 districts and over 300 exclusive brand stores.