Athletifreak, the premium activewear label founded by Mo Wadhwani and Noor Wadhwani, has opened its first Indian store at Nexus Select CityWalk, Saket, New Delhi, marking the brand’s debut in Asia . The founders launched Athletifreak in the United States in 2021, positioning it at the intersection of performance and polish; their India entry comes alongside actor Shahid Kapoor and Mira Rajput joining as strategic investors and brand ambassadors .
The origin story: from 4 a.m. spark to global ambition
The Athletifreak narrative traces back to a “4 a.m. idea,” a shorthand the founders use for the brand’s relentless, movement-first ethos. In under five years, that idea evolved into a premium label with global ambitions, now stretching “from New York to New Delhi” and culminating in the brand’s first physical store in Asia at Select Citywalk, Delhi . As Noor frames it, the India launch is “a return to the place that shaped who we are…our roots, our culture, our energy, now woven into the fabric of the brand we’ve built” .
Founders’ roles and the brand philosophy
Within Athletifreak, Noor is described as “the creative engine,” while Mo brings “structure, push, [and a] performance mindset”, a balance the duo sums up as “strategy meets soul” . Their north star is clear: “Yes, we make elevated, high-performance apparel, but our true product is momentum”. That philosophy translates to product and storytelling designed to help people “move differently and think bigger” .
Why India, and why now?
For Mo, India’s timing is cultural as much as commercial: “When the culture is ready to move, you don’t walk in, you sprint. India’s moment is now, and so is ours”. The Delhi store opens with a balanced performance-meets-style assortment, 200 SKUs on day one, scaling to ~550 (parity with the U.S.) within three months, along with fabrication, sizing, and design adjustments for the Indian consumer .
The Kapoor partnership: beyond faces, into the engine room
Shahid Kapoor and Mira Rajput have entered as equal partners, investors and ambassadors, bringing credibility at the nexus of fitness, fashion, and community. “The idea is to combine our individual strengths to grow a brand that has immense potential in a market like India,” says Mira, adding that the playbook will be deeply tied to community engagement across owned stores, website, and marketplaces . Noor emphasizes the depth of the partnership: “They aren’t just faces of the brand, they’re family…they actively contribute to product development”.
India build-out, local operators, and where the brand goes next
Athletifreak’s India business is led by Delhi-based entrepreneurs Priya and Vidhit Tulshan, an on-ground pairing intended to align global brand values with local rhythm and execution . Expansion is already mapped: Mumbai, Bengaluru, and Hyderabad are in the near-term pipeline, with the company expecting India to account for nearly half of global business within two years . Globally, Athletifreak cites five U.S. stores and a partnership that puts the brand in front of international endurance communities through IRONMAN races, evidence of its movement-first positioning beyond retail footprint alone .
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Inside the Delhi launch: what’s on the floor
The Nexus Select CityWalk space spans approximately 1,200 sq. ft., debuting with 200 SKUs aimed at high-intensity performance while maintaining an elevated aesthetic. The range is set to expand to ~550 SKUs, reflecting U.S. availability, as the brand calibrates materials and fits for India’s climate and preferences .
The founders’ lens: product, polish, and community
Athletifreak’s differentiation, per Noor and Mo, sits at the “intersection of performance and polish,” with every seam and fabric choice intentional, and with storytelling that sparks emotion while staying close to the community . The Delhi store, they argue, is not just retail but “the ignition for a community of movers,” spanning athletes, entrepreneurs, parents, and professionals who “live at the intersection of grit and grace” .
Community Over Campaigns
Athletifreak arrives in India with a clear thesis: momentum over mere merchandise, community over campaigns, polish without compromising performance. It’s a homecoming for the founders and a statement of intent for a category that’s moving from trend to lifestyle, backed by partners who live the ethos and a local team tuned to the market’s cadence.
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