Sustainable performance lifestyle apparel brand Athloun has announced the appointment of India’s renowned cricket commentator and sports personality Charu Sharma as its Strategic Advisor and Mentor – Sports Culture & Collaborations.
In this new role, Sharma will bring his extensive expertise in sports and brand strategy to strengthen Athloun’s position at the intersection of sustainability, performance and lifestyle. His involvement aims to foster high-trust partnerships and community-led initiatives. Sharma has been seen wearing Athloun’s polos for golf and tennis, describing the brand as “a cut above the rest.” He has also begun contributing detailed insights on fit and sizing.
Athloun’s apparel is crafted from responsibly sourced, FSC and ZDHC-certified plant-based fabrics such as bamboo, modal and cotton.
Speaking about the association, Sharma expressed that Athloun’s dedication to quality, sustainability and performance was what initially attracted him to the brand. He emphasised that Athloun represents more than just clothing — it embodies a lifestyle rooted in presence, comfort and responsible living. He added that he was eager to contribute to the growth of a brand that resonates with both sports enthusiasts and those who value quality and sustainability in equal measure.
Athloun was co-founded by Sandip Sinha and Renu Singh. Sandip, a seasoned fashion retail leader with over 25 years of experience at Aditya Birla Fashion & Retail and other global brands, brings expertise in brand building, merchandising, sourcing and responsible product innovation. Renu, with over two decades in fashion, retail and education, specialises in brand storytelling, consumer insight and design-led mindfulness.
Commenting on the appointment, Sinha said the brand was delighted to welcome Sharma to the Athloun family. He noted that Sharma’s unparalleled understanding of the sports landscape and passion for promoting a mindful, performance-oriented lifestyle align seamlessly with Athloun’s ethos. Sinha added that Sharma’s guidance would be invaluable as the brand strengthens its position in the super-premium performance lifestyle apparel segment.
