Boldfit has announced a new phase in its partnership with Royal Challengers Bengaluru, unveiling a season-long campaign titled “Champions #TrainBold” that aims to bring fans closer to the team’s training culture and preparation.
Boldfit RCB partnership merchandise campaign
The latest collaboration signals a clear shift in the relationship between the sports and fitness brand and the IPL franchise. After backing RCB for three years, Boldfit is now positioning the partnership around co-creation rather than simple brand association.
The idea, as laid out in the announcement, is to focus on what happens before the spotlight, the routines, discipline and intensity that shape performance long before matchday.
At the centre of the campaign is a limited-edition RCB x Boldfit merchandise drop, created around both training needs and matchday culture. The collection includes performance-focused items such as towels, lifting belts, grips, sports equipment, bottles and shakers. According to the announcement, the line has been developed with the training mindset of the RCB squad in mind, making it as much about function as fandom.
What gives the campaign an added fan hook is the reward structure tied to purchases from the collection. Boldfit said buyers will get a chance to win official player-used training equipment from the RCB team gym, the same gear used in the team’s behind-the-scenes preparation. That takes the campaign beyond a standard merchandise play and turns it into an effort to connect supporters with the club’s working environment, not just its matchday identity.
The rewards listed in the announcement include player-used lifting belts, yoga mats, skipping ropes, lifting grips, resistance bands and gym balls. Each item will come with an authenticated RCB metal placard, a detail that positions the equipment as both memorabilia and a tangible part of the team’s training journey.
For Boldfit, the campaign also reflects a broader brand message. Founder Pallav Bihani said RCB fans are known for their bold energy, but added that boldness is built every day in training, not just in the stands. He said the company wants to celebrate last year’s win and “get BOLDER” this season, while evolving the partnership from support to co-creation by building products with the team for people who want to train harder themselves.
The company’s note also places the campaign within its larger identity as a fitness-focused brand. Founded in 2018 and headquartered in Bengaluru, Boldfit describes itself as a sports and fitness company focused on apparel, sneakers and equipment designed for athletes and fitness enthusiasts. The brand says it is building around performance, quality and community, while trying to expand its role in India’s growing fitness culture.
In pure brand terms, the RCB tie-up gives Boldfit something valuable: a way to merge fan emotion with fitness aspiration. Instead of limiting the partnership to logos and visibility, the company is trying to root it in the rituals of training.
That makes “Champions #TrainBold” less about spectatorship and more about participation, a message clearly aimed at people who want to feel closer to the team by adopting parts of its preparation mindset.
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