Shahid Kapoor and Mira Rajput Launch Luxury Athleisure Brand ‘Athletifreak’ in India, Prices Start at ₹7,499

Bollywood star Shahid Kapoor and his wife Mira Rajput have added another feather to their entrepreneurial journey. The power couple recently launched the first Indian store of premium American athleisure label Athletifreak in Delhi, marking the brand’s official entry into the Indian market. Along with the physical store, the brand’s website has also gone live, showcasing a curated collection of high-end fitness and lifestyle wear.

Athletifreak is not your regular sportswear brand. Its pricing clearly reflects its luxury positioning, catering to consumers who value exclusivity and are willing to spend on premium quality.

On the official website, a basic polo shirt is priced at ₹7,499, while women’s blazers cost around ₹12,999. For men, the price range is equally steep—hoodies retail for ₹11,499, shorts for ₹7,499, and jackets for ₹8,999. The women’s section includes leggings priced at ₹7,999, sports bras at ₹6,999, and skirts at ₹9,999.

According to an Economic Times report, the Delhi store currently offers around 200 products, with plans to expand the collection to 550 items within the next three months.

Speaking about the launch, Shahid Kapoor explained that Athletifreak is not just about style, but about self-expression and mindset. “The clothes represent a way of expressing yourself both physically and mentally. It’s not only about how you look, but also about how you feel inside. That’s what makes someone a true ‘Athletifreak,’” he said.

He further added that the brand is designed for those who often travel abroad to shop for high-quality gym and fitness wear. “I know many people who buy workout outfits only from overseas. That made us think—why not bring the same quality to India, so fitness lovers don’t have to look outside the country?” Shahid noted.

For him, this was the right time to introduce such a brand to India’s growing market for premium lifestyle products.

Athletifreak was co-founded by Mo and Noor Wadhwani, with Priya Tulshan serving as the CEO and Vidit Tulshan as COO. Interestingly, Noor Wadhwani and Priya Tulshan are also sisters of Mira Rajput, making this venture a family collaboration.

This isn’t the first business investment for Shahid and Mira. Earlier, Mira launched Dhun Wellness, a holistic health and wellness venture in Mumbai, where Shahid is also a partner. With Athletifreak, the couple is expanding their business footprint into the booming athleisure market, which has seen rapid growth in India in recent years.

Shahid Kapoor joins a long list of Bollywood celebrities who have diversified into lifestyle, fashion, and wellness ventures. With rising fitness consciousness among urban Indians, the premium athleisure segment is witnessing growing demand. Industry experts believe Athletifreak’s entry, backed by celebrity power, could carve a strong niche despite its premium pricing.

The Delhi launch event, attended by Shahid and Mira, highlighted the brand’s positioning as both aspirational and exclusive. Social media buzz suggests that while prices are high, the brand targets a specific audience segment—urban professionals and fitness enthusiasts who do not mind paying extra for luxury and performance wear.

With Athletifreak’s debut in India, Shahid Kapoor and Mira Rajput have stepped into the premium fashion and lifestyle space with a brand that combines fitness, luxury, and exclusivity. While its steep pricing may not appeal to all, the couple is confident that India’s growing fitness-conscious and affluent consumer base will embrace Athletifreak.

As the brand prepares to expand its product range from 200 to 550 items, it will be interesting to see how Athletifreak competes in India’s evolving athleisure market. One thing is certain—Shahid and Mira’s latest venture has already turned heads and sparked conversations.