Jasprit Bumrah, wearing the U AIRism T-shirt s Uniqlo India's New Brand Endorser

Global apparel retailer Uniqlo has announced Team India cricket icon Jasprit Bumrah as its brand endorser in India. The partnership kicks off with the launch of a new campaign starring Jasprit that captures the essence of Uniqlo’s LifeWear philosophy - clothing designed to make everyday life better through simplicity, quality, and comfort.

“In my day to day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field,” says Jasprit Bumrah. “That’s why I’m happy to be partnering with Uniqlo - the brand’s approach to everyday clothing feels like a natural extension to my personal style.”

The 30-second campaign film captures Bumrah in relaxing everyday moments off the field, showing how the AIRism Oversized T-shirt fits into his daily routine. Drawing a quiet parallel with his journey as a fast bowler, shaped over time through consistency and instinct, the film reflects how the things that feel right gradually become part of our lives. With its ease, comfort, and effortless fit, AIRism is portrayed as the piece you find yourself returning to, day after day.

“We are proud to partner with cricket world champion, Jasprit Bumrah and welcome him to the Uniqlo family,” says Nidhi Rastogi, Marketing Director, Uniqlo India. “His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy. We are excited to collaborate with someone who shares the same values and purpose as we do.”

The campaign is now live across digital, social media, instore displays, and outdoor platforms, with campaign imagery and the film launching alongside the announcement.