Sania Mirza joins Boldfit as brand ambassador and investor

Fitness-focused lifestyle brand Boldfit has announced a partnership with Indian tennis icon Sania Mirza.

Mirza is set to join the company as a brand ambassador as well as an investor. The 38-year-old will co-create and promote Boldfit’s range of tennis racquets and pickleball paddles, with the company looking to leverage Mirza’s reach both in India and worldwide for its venture into racquet sports.

On her team-up with Boldfit, Mirza commented:

“Tennis has given me everything in life, and now I want to give back by making the sport more accessible in India. Pickleball too is exploding as a sport for all ages. Partnering with Boldfit allows me to use my years of experience to help design equipment that is lighter, durable, and built for Indian players. I believe this will inspire more people to pick up a racket and fall in love with these sports.”

Pallav Bihani, Founder & CEO of Boldfit, added:

“Sania isn’t done making history, and we’re thrilled she’s starting this bold chapter with us.This collaboration is about giving India’s aspiring players, whether in tennis or pickleball, access to products designed with the insight and experience of a legend. At Boldfit, we are building the sports brand India deserves—by partnering with the very best to create products for 1.4 billion people.”

KL Rahul, Boldfit Athlete & Investor, said:

“What Sania has achieved is unmatched. Her joining Boldfit goes beyond equipment—it’s about inspiring millions to embrace sport as part of their lifestyle. It’s exciting to see cricket, tennis, table tennis, and pickleball coming together under one roof.”