Hyperice on Thursday said Indian cricketer Virat Kohli has partnered with the global wellness brand as an 'athlete-investor' and brand ambassador.
Through the partnership, Kohli will work collaboratively with Hyperice to further accelerate the wellness category as it begins its expansion into India and continues its growth throughout the globe, a statement said.
However, financial details of the partnership were not disclosed.
"Virat Kohli joins an unmatched list of elite global athlete-investors, including global football superstar Erling Haaland, 4-time tennis Grand Slam champion Naomi Osaka, Super Bowl MVP Patrick Mahomes, NBA Star Ja Morant and PGA Tour champion Rickie Fowler," it added.
A Hyperice spokesperson said India is one of the company's top three expansion markets.
"India is one of our top three expansion markets, so we are putting significant resources toward growing the category in India. Hyperice is approaching a billion dollar valuation, and we believe Virat's involvement in our global expansion will play a significant role in helping increase our valuation," the spokesperson told PTI.
Hyperice is a high-performance wellness brand that aims to serve a broad audience of athletes, fitness enthusiasts, and anyone looking to combat the impact that sport and daily life have on their minds and bodies.
"Consumers across the country will have access to our wellness technology products through Croma and on the Hyperice India website. Hyperice is rapidly expanding in countries throughout the globe and views India as a priority market for further expansion," the spokesperson said.
Hyperice is strategically building its business locally and views the relationship with Virat Kohli as a massive growth accelerator, the spokesperson added.
"Virat is one of the most prolific cricketers around the world and we are honored to have him join Team Hyperice.
"We are on a mission to help everyone move and live better, and Virat is key to helping us elevate the importance of both mental and physical wellness for all people - both on and off the field," Jim Huether, CEO of Hyperice, said in the statement.
Founded in 2010 by Anthony Katz, Hyperice has numerous product lines and categories including Hypervolt (percussion line), Normatec (dynamic air compression), Vyper and Hypersphere (vibration), Venom (thermal technology), Core by Hyperice (mind technology) and Hyperice X (contrast therapy).
"Hyperice has provided me with a suite of innovative products that have continuously helped me optimise my performance and recovery, so it was a no-brainer for me to join the team as both an investor and ambassador.
"Hyperice is on a mission to help people move better around the world, and I look forward to helping tell their story in my home country of India and beyond," Kohli said.
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