Kolkata: Dollar Industries Limited has launched its latest brand campaign to promote Athleisurewear.

The campaign has been conceptualised by Lowe Lintas, Kolkata. As Principal Sponsors of the Rajasthan Royals team for this edition of IPL, Dollar has partnered with five cricketing idols – Sanju Samson, Trent Boult, Shimron Hetmyer, Devdutt Padikkal & Riyan Parag of the Rajasthan Royals team to push forward the fashion quotient and strike a chord with the GenZ audience.

“With majority of business meetings taking place in front of a notebook at home – casual leggings, sweatpants and loungewear have quickly become inherent pieces of our personal and professional wardrobes,” said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited.

Gupta further said, “This has naturally prompted us to launch an entire range of Athleisurewear – Tank Tops, Crew Necks, Henleys, Polos, Sweatshirts, Jackets, Hoodies, Bermudas, Capris, Track Pants, Joggers and Socks – which perfectly marries our young consumer’s desire for comfortable yet trendy and versatile clothing options which they can wear at multiple events and locations, from work to gym classes to lunch dates.”