Making Headlines: The Sock Street x Sangram Singh – A Partnership Built on Performance

Making Headlines: The Sock Street x Sangram Singh Launch

In early July, we officially unveiled our brand-new Compression Performance Gear line—and announced wrestler & MMA athlete Sangram Singh as our new Brand Ambassador!

Under our campaign, "Wear What Keeps You Grounded," the national press picked up the story across top sports and business outlets.

Here is a look back at the featured news articles and media highlights covering the launch:

News18: Sock Street Partners with MMA Star Sangram Singh for New Compression Range

“Every athlete’s journey is built on discipline, consistency, and the willingness to keep improving. Those values have guided me across wrestling and MMA. That is why the Sock Street’s philosophy feels personal to me," said Singh, a Fit India icon, on the collaboration.



National Press Coverage | PTI Report on Sangram Singh Partnership




Media4U Feature | Compression Performance Gear Launch & Sangram Singh Announcement

As Featured in ThePrint | PTI Report on MMA Icon Sangram Singh Joining Sock Street

"Staying grounded while continuing to evolve is a belief i strongly connect with": Sangram Singh

New Delhi, July 2 (IANS) Indian wrestling champion and undefeated MMA athlete Sangram Singh believes discipline, consistency, and the willingness to keep improving are the qualities that define every athlete, saying those values are the reason he connected with homegrown brand The Sock Street when he joined it as its brand ambassador.

"Every athlete's journey is built on discipline, consistency, and the willingness to keep improving. Those values have guided me across wrestling and MMA, and they continue to shape how I approach performance every day. That is why The Sock Street's philosophy feels personal to me. It is about staying grounded while continuing to evolve, and that is a belief I strongly connect with," Sangram said.

The collaboration comes alongside the launch of The Sock Street's Compression Performance Gear collection, featuring compression socks, arm sleeves, and calf sleeves, as the brand expands its focus from everyday socks to performance wear for athletes and fitness enthusiasts.

Speaking on the launch, Udit Mayor, Co-founder and CEO of The Sock Street, said the company's latest move reflects changing fitness habits in India. "The way people approach fitness today has changed. Consumers do not move through life in just one lane, and they expect the products they wear to keep pace with that reality. The launch of our Compression Performance Gear collection reflects that evolution and marks an important step in our journey," Mayor said. "Sangram Singh was a natural choice because his story reflects resilience, discipline, and adaptability. Those values sit at the core of what we want The Sock Street to represent. Our ambition is to build products and stories that stay relevant across every stage of the performance journey," he added.

--IANS

Sock Street Appoint MMA Athlete Sangram As Brand Ambassador

NDTV Sports Coverage | Fit India Icon Sangram Singh Onboarded as Brand Ambassador

Sock Street, a socks brand, has partnered with mixed martial arts athlete Sangram Singh to launch its compression performance gear, designed for activities ranging from running and strength training to combat sports and functional fitness. Sock Street, a socks brand, has partnered with mixed martial arts athlete Sangram Singh to launch its compression performance gear, designed for activities ranging from running and strength training to combat sports and functional fitness. The brand says its performance gear is designed to support comfort, stability, endurance and recovery across disciplines. "Every athlete's journey is built on discipline, consistency and the willingness to keep improving. Those values have guided me across wrestling and MMA. That is why the Sock Street's philosophy feels personal to me," said Singh, a Fit India icon, on the collaboration.

MMA star Sangram Singh joins Sock Street as its new brand ambassador

Sports Tak Feature: MMA Champion Sangram Singh Partners with The Sock Street

MMA star Sangram Singh has been appointed as the new brand ambassador of Sock Street, marking a fresh chapter in his journey beyond the combat arena. 

Indian MMA athlete Sangram Singh has added another milestone to his growing career after joining hands with performance wear brand Sock Street. The veteran combat sports star, who has enjoyed a remarkable transition from wrestling to mixed martial arts, will now represent the brand as it expands its presence in the fitness and sports apparel segment. 

'Staying grounded while continuing to evolve is a belief I strongly connect with': Sangram Singh

Indian wrestling champion and undefeated MMA athlete Sangram Singh believes discipline, consistency, and the willingness to keep improving are the qualities that define every athlete, saying those values are the reason he connected with homegrown brand The Sock Street when he joined it as its brand ambassador. "Every athlete's journey is built on discipline, consistency, and the willingness to keep improving. Those values have guided me across wrestling and MMA, and they continue to shape how I approach performance every day. That is why The Sock Street's philosophy feels personal to me. It is about staying grounded while continuing to evolve, and that is a belief I strongly connect with," Sangram said.

The collaboration comes alongside the launch of The Sock Street's Compression Performance Gear collection, featuring compression socks, arm sleeves, and calf sleeves, as the brand expands its focus from everyday socks to performance wear for athletes and fitness enthusiasts. Speaking on the launch, Udit Mayor, Co-founder and CEO of The Sock Street, said the company's latest move reflects changing fitness habits in India.

"The way people approach fitness today has changed. Consumers do not move through life in just one lane, and they expect the products they wear to keep pace with that reality. The launch of our Compression Performance Gear collection reflects that evolution and marks an important step in our journey," Mayor said. "Sangram Singh was a natural choice because his story reflects resilience, discipline, and adaptability. Those values sit at the core of what we want The Sock Street to represent. Our ambition is to build products and stories that stay relevant across every stage of the performance journey," he added.

--IANS

How The Sock Street is taking on cheap imports in India's Rs 5,000-crore socks market

The Sock Street is betting on quality, storytelling and repeat customers over price-led competition as it expands into performance wear with Sangram Singh in India's Rs 5,000-crore socks market

New Delhi:India's Rs 5,000-crore socks market has long been driven by price, with nearly 90% of the category remaining unorganised and socks largely viewed as a commodity purchase.

Homegrown D2C brand The Sock Street is betting on a different playbook. Instead of competing on price, the three-year-old company is trying to reposition socks as lifestyle and performance products, backed by quality, functionality and brand storytelling.

The company's latest partnership with wrestler and MMA athlete Sangram Singh, alongside the launch of its Compression Performance Gear range, marks its latest step in that direction. 

But for The Sock Street, the celebrity association is part of a broader strategy that has been evolving over the past year.

Not chasing the lowest price

Speaking to BestMediaInfo, Shobhit Gaur, Strategic Advisor and Co-Founder, The Sock Street, said the company has consciously stayed away from competing with low-cost imports despite operating in one of India's most price-sensitive apparel categories.

“Every product has a different story. And every product has a particular role in a human's life. A few years ago, we used to wear the same socks everywhere. Whether we are going to a wedding, or a gym. Now, that story has changed,” Gaur said. Adding that the company wants to shift socks from being treated as an over-the-counter commodity to a lifestyle and performance category.

For Gaur, the objective is not to win price wars but to change consumer perception of the category itself.

Evolving lifestyles have created demand for specialised products designed for different occasions, opening up space for brands that can build meaningful product differentiation instead of relying solely on discounts.

“Everyone's lifestyle and life story is different. And we do very specific storytelling,” Gaur says. “We want to sell, and storytelling helps us build repeat customers. Building trust. That is our philosophy."

Rather than competing with low-cost imports, The Sock Street is positioning itself around quality and a Made in India proposition. Gaur said the company wants consumers to see value in Indian manufacturing rather than simply choosing the cheapest option.

The repeat purchase playbook

Rather than measuring success by how many first-time buyers it acquires, The Sock Street says repeat purchases have become the strongest indicator of whether its positioning is working.

“Our revenue will come from repeat purchases, not one-time sales. Once someone buys our product, wears it and comes back to buy it again, that's the business we're trying to build,” Gaur tells us. 

That philosophy also shapes how the company evaluates marketing performance.

“Beyond sales, we have built business on customer trust. Repeat purchase is the most important metric for us as a brand,” Gaur said.

On Instagram, the brand creates a steady stream of collaborations with micro and nano influencers across categories. The content creators include the product in their narrative across formats such as - day in life, working in office, gym routines, and more - highlighting the versatility of the brand’s offerings. 

The other content focuses on showcasing the brand’s products, making Instagram an interactive catalogue of The Sock Street. 

The strategy aligns with The Sock Street's 2025 rebrand, which saw the company refresh its identity and reposition itself as a lifestyle brand, moving beyond functional socks to sell individuality and self-expression.

The company currently allocates around 60% of its marketing spends towards performance marketing, while the remaining 40% goes into community building and long-term brand building. Internally, success is measured through customer lifetime value over a 12-month period rather than immediate sales returns.

The choice of Sangram Singh also reflects the brand's evolving identity. 

Announced alongside the launch of its new campaign, Wear What Keeps You Grounded, the partnership marks The Sock Street's entry into the performance wear category with compression socks, calf sleeves and arm sleeves. According to the brand, the campaign celebrates the values of discipline, resilience and consistency, positioning performance gear as an everyday essential rather than just sportswear.

For The Sock Street, Singh's association is less about celebrity appeal and more about reinforcing the values the brand wants to stand for as it expands beyond lifestyle socks into performance products.

As The Sock Street expands beyond lifestyle socks into performance wear, its next phase of growth will depend on its ability to convert first-time buyers into loyal customers. In a market crowded with legacy manufacturers, low-cost imports and emerging D2C brands, the company is betting that repeat purchases, product quality and a differentiated brand identity will help it carve out a sustainable position over the long term.

--Best Media Info