Boldfit has announced the next phase of its partnership with Royal Challengers Bengaluru, unveiling the ‘Champions #TrainBold’ campaign alongside a co-created merchandise drop. Now in its third year, the association evolves from brand alignment to collaborative product development and content-led engagement.
The season-long campaign is built around the idea that performance is shaped during training rather than on matchday. With this positioning, Boldfit aims to shift the narrative from on-field moments to the preparation and discipline that underpin athletic success. The campaign is designed to offer fans a closer view of how professional athletes train, aligning brand messaging with fitness culture and aspirational routines.
At the centre of the campaign is a limited-edition RCB x Boldfit merchandise collection. The co-created range includes performance-focused products such as towels, lifting belts, grips, sports equipment and hydration gear, including bottles and shakers. These products are positioned as training essentials inspired by the routines and requirements of the RCB squad, bridging the gap between professional athletes and everyday fitness enthusiasts.
The campaign extends beyond merchandise through an integrated fan engagement mechanic. Each purchase from the collection offers consumers the opportunity to win player-used training equipment from the RCB team gym. These items include lifting belts, yoga mats, skipping ropes, lifting grips, resistance bands and gym balls. Each piece is accompanied by an authenticated RCB metal placard, positioning the rewards as both functional gear and collectible memorabilia.
This approach combines commerce with experiential marketing, using product-led engagement to deepen fan involvement. By linking purchases to exclusive access and tangible connections with the team, the campaign aims to enhance both brand affinity and consumer participation.
Pallav Bihani, founder, Boldfit, said, “RCB fans have always been known for their bold energy. But boldness doesn’t stop in the stands, it’s built every day in training. We want to celebrate last year's win and get BOLDER this season with the partnership. This year, our partnership evolves from support to co-creation, building products with the team, for everyone who chooses to train bolder.”
The ‘Champions #TrainBold’ campaign reflects a broader marketing strategy that integrates product innovation, athlete association and fan engagement into a unified narrative. By focusing on training as a cultural and aspirational theme, Boldfit positions itself within the growing fitness and performance segment while leveraging the popularity of cricket to scale reach.
Founded in 2018 and headquartered in Bengaluru, Boldfit continues to expand its presence in India’s sports and fitness market through apparel, equipment and accessories. The partnership with Royal Challengers Bengaluru serves as a key platform for the brand to connect with a wider audience, combining sport, lifestyle and community-driven storytelling.
With this campaign, Boldfit and Royal Challengers Bengaluru aim to build a deeper connection with fans by translating professional training experiences into accessible and participatory brand interactions, reinforcing the idea that performance begins well before the game.
