Pune (Voice news service):- Home-grown D2C Sportswear brand, Hyve, signs up with India’s Premier Cricket T20 League team – Chennai Super Kings as its Official Sportswear Partner. Hyve will design and market a wide range of CSK merchandise for its fans exclusively in India. The collection includes fan jerseys, premium polos, casuals, cricket whites and also accessories like coffee mugs, shakers and duffle bags, among others. The aim is to make official CSK merchandise more widely accessible to cricket fans across the country.
Founded in 2022 by a group of sports enthusiasts from IIM Ahmedabad and NIFT, Hyve has grown to become a leading sportswear brand with pan-India presence, through its online platform. Speaking about the partnership, Hyve founder, Mr. Rakesh Rajeev, commented “Our brand, seeks its name from the hive and is inspired by the resilient energy of the bumblebee. The collaboration with CSK combines this energy with the roaring spirit of the lions. United by the color Yellow and a shared philosophy of persistence and performance, this partnership is designed for those who never back down.
We look forward to engaging with millions of Yellove Fans and becoming the cultural hub of the super kings.”
Welcoming the association, Chennai Super Kings’s Managing Director, Mr. Kasi Viswanathan highlighted “At CSK, we value partners who share the same desire and hunger to excel. We are highly impressed with the youthful exuberance of new-age D2C brands like Hyve. Right from the first meeting, they have demonstrated how modern-day businesses thrive on fast-paced execution. We wish Hyve the very best and are hopeful they will delight our Yellove Army with their wide range of CSK merchandise.”
With India’s Premier Cricket T20 League’s phenomenal growth over the years, Indian sports fans are warming up to the idea of loyalty towards clubs and franchises beyond seasonal fandom. Parallel to global football trends, Teams in the Cricket League also have Fan Clubs & Supporters Groups, like the Whistle Podu Army of CSK itself. There is a growing need to cater to this segment of fans who profess their love for their teams through merchandise that can be worn or sported every day and not just during the cricketing season. Hyve intends to produce at least 50,000 such pieces of merchandise to delight every CSK fan anywhere in the country. The merchandise will be available on Hyve’s online store as well as the CSK Store. Select sports retail outlets are also expected to stock the range, with exciting fan engagement activities planned across the season.
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