KL Rahul teams up with XYXX

Indian cricketer and Lucknow Super Giants captain KL Rahul has been announced as the first-ever brand ambassador of men’s innerwear and loungewear brand XYXX. Along with joining XYXX as a brand ambassador, Rahul also joins as an investor in the company.
Rahul, who will be endorsing and headlining the brand’s various marketing and digital campaigns, kicked off the partnership with the ‘Play Your Way’ campaign. The campaign has Rahul feature in a series of advertisement films where he is shown in a crucial stage during a match and cuts out all the noise from around him and goes on to follow his own path.

On brining Rahul onboard as an brand ambassador, XYXX founder Yogesh Kabra, commented:
“KL Rahul is an Indian cricket sensation, who has always let his hard work and achievements do the talking. He exemplifies the brand belief of trusting your instinct. In addition to being a world-class sportsman, KL Rahul is also the perfect embodiment of the young, discerning Indian man, who keeps it real, both on and off the pitch.
“We could not have found a more ideal person as our first-ever brand ambassador. We found synergy with KL Rahul from the minute we met, and we are stoked to be joining forces with him to challenge the status quo, tell our own unique story and to continue to be the brand that pushes the envelope within the Indian innerwear segment and beyond.”

KL Rahul added:
“I have been wearing XYXX for a while now and have closely followed their growth over the past couple of years. I am excited to be a part of their journey as they continue to scale new heights. XYXX’s attention to detail, their ideology and ethos, all backed by innovation that shows in their exceptional product range – all speaks for itself and has been nothing short of extraordinary.
“I am confident, in time, XYXX will be a frontrunner as one of the most-loved men’s lifestyle brands of our time!
“The Play Your Way campaign is a testament to my journey as a sportsman. As much as the world sees me, what they don’t know about me is the honesty with which I have made every life decision. In a world filled with fake news and hype, where everyone has an ‘expert opinion’, I say this with zero disrespect to anyone that the idea simply suggests you tune out the noise and listen to your inner voice…and this holds true for everyone, no matter who they are or what they do.”

Founded in 2016, XYXX recently raised ?30 crore in a Series-A funding from DSG Consumer Partners, Synergy Capitals Partners and Sauce.vc in June 2021. XYXX’s current product range consists of innerwear, loungewear and athleisure for the young men of India, and the brand currently sells its products on its own website and on Amazon, Myntra, Ajio and Flipkart as well.