Superdry, the British fashion and lifestyle brand, has officially entered India’s performance-wear segment with the launch of Superdry Sport, marking a strategic push into the country’s burgeoning technical activewear market. The collection, designed for running, functional training, and recreational fitness, aims to cater to urban consumers increasingly prioritizing performance, style, and comfort in their workout apparel.
The new range will be available through Superdry’s established retail network, managed by Reliance Brands Ltd (RBL), which holds a 76% stake in the brand’s intellectual property for India, Sri Lanka, and Bangladesh. Currently, Superdry operates over 200 stores across 50 cities in India, with a complementary nationwide e-commerce presence. The company believes this infrastructure provides a strong platform to support the introduction of a performance-focused apparel line while leveraging its existing retail expertise and customer base.
Industry analysts note that India’s premium activewear segment has been witnessing double-digit growth, driven by rising health consciousness, gym culture, and demand for athleisure that bridges functionality with fashion. Brands expanding into technical wear are expected to benefit from consumers willing to pay a premium for durable, performance-oriented products.
Superdry Sport’s Indian debut is positioned to strengthen the brand’s footprint in this high-growth category, offering specialized apparel that blends functionality with Superdry’s signature style. The collection will feature running tights, moisture-wicking tops, training shorts, and athleisure essentials designed to meet the demands of fitness enthusiasts while remaining versatile for casual wear.
With its entry into performance-wear, Superdry joins a competitive landscape that includes both international and domestic activewear brands, while also signaling a broader strategy to deepen its engagement with India’s urban and fitness-conscious demographic. The launch underscores Superdry’s commitment to innovation and adapting global brand propositions to regional market needs.
