American sportswear brand Gant is intensifying its push in India with Bollywood actor Shahid Kapoor coming on board as its new brand ambassador. The partnership will be unveiled through a campaign titled “Button Up. Build Your Story,” aimed at celebrating resilience, individuality, and self-expression, key themes that the brand hopes will resonate with Indian consumers.
Shahid Kapoor, a prominent figure in Indian cinema with a strong following among urban millennials, emphasized the campaign’s alignment with personal authenticity. “Style for me has always been about authenticity, wearing something that not only looks good but also tells a story about who you are,” Kapoor said. “Gant’s legacy of effortless sophistication and its commitment to progress and self-expression deeply resonate with me.”
The campaign will feature a short film designed to engage consumers on an emotional level, highlighting personal narratives that mirror Gant’s values. The brand believes Kapoor’s image of confidence and elegance makes him a natural fit for its message, reinforcing its positioning as a modern, heritage-rooted lifestyle brand.
Fredrik Malm, EVP of global commercial, brand, and product at Gant, noted that the collaboration is intended to strengthen the brand’s footprint in one of the world’s fastest-growing fashion markets. “Shahid Kapoor embodies the effortless style and confidence that define Gant. Through this partnership, we aim to deepen engagement with Indian consumers and expand awareness of our cultural and lifestyle offerings,” he said.
Pawan Khandelwal, managing director of Samarth Lifestyle, which oversees Gant’s business in India, highlighted that the brand plans to leverage this campaign to elevate its presence across key metropolitan centers while delivering a premium retail and digital experience.
The move comes as Gant seeks to accelerate growth in India, where international sportswear and lifestyle brands are increasingly investing to capture a market valued at billions of dollars, fueled by rising urban incomes and evolving fashion preferences.
