NEW DELHI: Japanese sports wear brand Asics India has signed Ravindra Jadeja as its new brand ambassador.

With Asics’ brand philosophy of enabling ‘A Sound Mind in a Sound Body’, this partnership lends itself naturally to propagate a healthier lifestyle in order to connect with the technologically and momentum driven consumers, the company said.

Asics India & South Asia MD Rajat Khurana said, “We are elated to announce our association with the stellar Ravindra Jadeja from the Indian cricket fraternity with Asics India. We deeply admire and respect the consistency and commitment with which he has played on the field, demonstrating the core spirit and essence of any tough sport – determination and versatility. Ravindra’s limitless energy & inspiring potential weave seamlessly with our brand ethos to encourage people to experience the transformative power of sport, not just on the body but on the mind.”

Through this partnership, the brand hopes to support and encourage people to experience the transformative power sports has to change one’s life in a positive and immensely meaningful way, added Khurana.

"Asics has an incredible track record for helping athletes across sports and enabling them to reach the peak of their sport,” said Jadeja. “I deeply cohere with their vision and philosophy and hope that together we are able to drive a more relevant and meaningful change in the minds and lives of young athletes. Our aim is to improve participation of Indian youth in sports and I am confident of catalysing a positive change in this direction with Asics.”

Asics India’s partnership with Jadeja would further strengthen the company’s commitment, spread awareness about the diverse offerings and magnify the reach of the brand during the ongoing IPL season, it added.