Uniqlo has announced Jasprit Bumrah as its brand endorser in India, launching a campaign focused on the LifeWear philosophy.
On March 16, 2026, Uniqlo officially announced its partnership with Indian cricket star Jasprit Bumrah as the brand’s new endorser in India. This collaboration marks a significant step for Uniqlo as it seeks to strengthen its presence in the Indian market.
The partnership kicks off with a campaign that highlights Uniqlo’s LifeWear philosophy, which emphasizes comfort and practicality in everyday clothing. The campaign prominently features the AIRism Oversized T-shirt, designed to provide comfort in various settings.
The campaign is currently live across multiple platforms, including digital, social media, in-store displays, and outdoor advertising, aiming to reach a broad audience. Jasprit Bumrah expressed his enthusiasm for the collaboration, stating, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. 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.”
Nidhi Rastogi, a representative from Uniqlo, also commented on the partnership, saying, “We are proud to partner with cricket world champion, Jasprit Bumrah and welcome him to the UNIQLO family. His focus on excellence, authenticity and quiet confidence reflects the essence of UNIQLO’s LifeWear philosophy.”
Looking ahead, Uniqlo plans to launch the “Uniqlo LifeWear for a Lifetime” campaign starting April 1, 2026. This initiative encourages customers to extend the life of their Uniqlo cotton clothing, promoting sustainability in fashion.
As part of this campaign, customers will have the opportunity to receive a free sample of Biorestore Restore Cotton for garment repairs at RE.UNIQLO STUDIOS. The promotion aims to distribute a total of 10,000 Restore Cotton samples, which can restore approximately 50,000 garments.
Odilia d’Aramon‑Guepin from Uniqlo noted, “Spring is the ideal time to rediscover your own wardrobe. At Uniqlo, we want to provide customers with solutions that allow them to wear their clothes for longer.”
Wajahat Hussain from Biorestore added, “Longevity is at the heart of our work. The collaboration with Uniqlo is a logical partnership for us, as we share the same values.” This partnership builds on Uniqlo’s previous collaboration with Biorestore in 2024 as part of its resale program in Japan.
As the campaign unfolds, it will be interesting to see how the partnership with Bumrah influences Uniqlo’s brand perception and customer engagement in India.
