Celebrated Indian cricketer, Smriti Mandhana, has now been appointed as the new face of Wrangler, the global denim brand. The appointment was formally announced by Ace Turtle, Wrangler’s exclusive licensee in India.
The sports youth icon will actively feature in Wrangler’s multi-channel marketing campaigns and initiatives, paving the way for Wrangler’s major expansion planned for FY24. The endorsement is seen as a stepping stone for both parties involved. The company expects to fuel its growth with Mandhana’s wide-ranging popularity, while the cricketer resonates with Wrangler’s timeless denim craftsmanship, echoing her personal style and beliefs.
Nitin Chhabra, CEO of Ace Turtle, expressed his delight on welcoming Mandhana into the Wrangler family. He emphasized Wrangler’s enduring commitment to breaking barriers and encouraging individuals to celebrate their authenticity. “Smriti Mandhana embodies these values perfectly,” Chhabra said, confident that her association with Wrangler will inspire especially the young consumers to embrace their unique identities and chase their dreams fearlessly.
Tuhin Mishra, Co-founder and MD of Baseline Ventures, echoed similar sentiments. “We are extremely delighted to facilitate the endorsement association between Smriti Mandhana and Wrangler. It is a proud moment for us to bring together two young, bold and like-minded entities,” he remarked.
As Wrangler gears up for rapid expansion with plans of opening 40 new stores across India in addition to its existing outlets, the company looks forward to making further inroads in the Indian market. The brand is hopeful that the sporting icon’s influence will inspire the youth to adopt Wrangler’s range of denim and celebrate the joy of self-expression.