Athloun Welcomes Charu Sharma as Strategic Advisor and Brand Ambassador
A New Chapter Unfolds
ATHLOUN welcomes Charu Sharma as Strategic Advisor & Mentor — Sports Culture & Collaborations.
By Team ATHLOUN | October 27, 2025
A voice that has shaped how India watches sport.
We are honoured to welcome Charu Sharma — one of India’s most recognised voices in sport, commentary, and culture — as Strategic Advisor & Mentor for Sports Culture & Collaborations at ATHLOUN.
Charu brings decades of experience across sports, media, and brand leadership. His role at ATHLOUN will focus on strengthening the brand’s presence within sporting communities, building authentic partnerships, and deepening the connection between performance wear and the lifestyle of the modern Indian sportsman.
What makes this association meaningful is that it did not begin in a boardroom.
Charu has already been wearing ATHLOUN polos for golf and tennis. His experience with the product — on the course, in play, over time — is what brought him to the brand.
He has described ATHLOUN as “a cut above the rest.”
His early inputs on fit and sizing are already shaping ATHLOUN’s evolving size framework — a reflection of the brand’s commitment to comfort, precision, and clothing that works for the real Indian body in real Indian conditions.
For anyone spending extended hours on a golf course or tennis court in Indian conditions, this shift matters.
Performance wear is no longer just about stretch or surface-level comfort. It is about how fabric behaves over time — across heat, humidity, and continuous movement.
ATHLOUN’s approach is grounded in this reality.
Its garments are crafted from plant-based materials — bamboo, modal, and cotton — designed to offer breathability, moisture response, and comfort over longer durations of wear.
This is not a departure from performance. It is an extension of it.
A perspective from Charu Sharma
“Athloun’s commitment to high-quality, conscious, and performance-driven apparel for the modern man is what drew me to the brand. Athloun isn’t just about clothing; it’s about a lifestyle that values presence, comfort, and responsible living. I’m excited to help build a brand that resonates with sports enthusiasts and those who appreciate quality and sustainability in equal measure.”
— Charu Sharma
For ATHLOUN, this is more than a strategic appointment.
It reflects a direction — deeper engagement with sport as it is actually experienced.
Golf. Tennis. Environments where the body moves, the mind focuses, and clothing is expected to perform without drawing attention to itself.
This association reinforces a simple idea:
Performance wear is best shaped not in isolation, but through lived use.
In the news
The appointment was covered by leading Indian fashion and apparel trade publications.
Apparel Resources: Athloun appoints Charu Sharma as Strategic Advisor and Mentor – Sports Culture & Collaborations
Images Business of Fashion (Images BoF): Athloun appoints Charu Sharma as Strategic Advisor & Mentor
Business of Fashion — LinkedIn: Performance wear brand Athloun appoints Charu Sharma as Strategic Advisor & Mentor
Textile Insights — LinkedIn: Athloun appoints Charu Sharma as Strategic Advisor & Mentor
This marks a step towards building a more grounded sporting culture — one where performance, comfort, and responsibility are not treated as separate ideas.
But as parts of the same system.
Together, we move forward — shaping a culture of wellness in sport through apparel that moves with meaning.
Welcome aboard, Charu.
Simplify. Experience. Live.
— Team ATHLOUN
About ATHLOUN
ATHLOUN is India’s premium men’s sustainable performance wear brand, crafting high-performance apparel from bamboo, modal and organic cotton. Certified by GOTS, USDA, ZDHC, OEKO-TEX and Bluesign.
