Boldfit, one of India’s sports and fitness brands, has announced that Sania Mirza, India’s tennis icon, has joined as a Boldfit Athlete and Investor.
According to the brand, Boldfit and Sania will co-create and promote a new range of tennis rackets and pickleball paddles, designed for Indian players and sports enthusiasts. With pickleball emerging as a fast-growing sport globally, the collaboration is positioned as a step toward making the sport more accessible and performance-oriented for wider audiences.
“Tennis has given me everything in life, and now I want to give back by making the sport more accessible in India. Pickleball too is exploding as a sport for all ages. Partnering with Boldfit allows me to use my years of experience to help design equipment that is lighter, durable, and built for Indian players. I believe this will inspire more people to pick up a racket and fall in love with these sports,” said Sania Mirza.
Boldfit, founded in 2018 and headquartered in Bengaluru, is described by the company as a brand focused on high-performance sports apparel, footwear, and equipment. The brand states that it has grown rapidly within India’s sports and fitness ecosystem, aiming to cater to athletes across different levels.
“Sania isn’t done making history, and we’re thrilled she’s starting this bold chapter with us,” said Pallav Bihani, Founder & CEO of Boldfit. “This collaboration is about giving India’s aspiring players, whether in tennis or pickleball, access to products designed with the insight and experience of a legend. At Boldfit, we are building the sports brand India deserves—by partnering with the very best to create products for 1.4 billion people.”
Through this collaboration, Boldfit states that it aims to expand its presence in racket sports by combining product innovation with athlete-driven insights. The brand claims that the addition of Sania Mirza aligns with its broader mission of positioning sports as a lifestyle rather than only a game.
“What Sania has achieved is unmatched. Her joining Boldfit goes beyond equipment—it’s about inspiring millions to embrace sport as part of their lifestyle. It’s exciting to see cricket, tennis, table tennis, and pickleball coming together under one roof,” added KL Rahul, Boldfit Athlete & Investor.
With this partnership, Boldfit notes that its Athlete roster now spans cricket, table tennis, tennis, pickleball, and other sports. The brand positions these collaborations as part of its ambition to strengthen its role in India’s sporting landscape. It also highlights its belief that discipline and play can co-exist, and that every sport—whether established, emerging, or reinvented—merits visibility and recognition.
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