Solethreads onboards Shruti Hassan as brand ambassador

05 December 2024, Mumbai

A homegrown brand specialising in sneakers, flip-flops, and slides, Solethreads has onboarded renowned actress and youth icon Shruti Haasan as its new brand ambassador. The collaboration enables Solethreads to connect with a younger, trend-conscious audience, with Haasan’s deep ties to youth culture aligning perfectly with the brand’s ethos.

Founded in 2019 by Gaurav Chopra, Sumant Kakaria, Aprajit Kathuria, and Vikram Iyer, Solethreads aimed to disrupt the open footwear market by focusing on comfort, innovation, and superior design. The brand has since become a leader in combining technology with fashion to enhance the way people walk, offering products that reflect both style and functionality.

The decision to bring Haasan onboard was influenced by her strong appeal to the youth demographic. Known for her authenticity and alignment with progressive values, Haasan embodies Solethreads’ core message of ‘Defy the Default.’ Her role as brand ambassador further strengthens the brand’s visibility and reach, emphasising the importance of individuality and breaking boundaries in today’s fashion scene.

The partnership is also supported by ABC Studios, a full-service entertainment company specialising in talent management, brand representation, and content production for the South. With strategic planning by ABC Studios, the campaign effectively integrates Solethreads’ product offerings with Shruti Haasan’s personal values, creating a cohesive message that resonates with the target audience.

Solethreads is also deeply committed to sustainability and ethical practices. The brand advocates for equal opportunity employment and supports its local production teams, whose skilled artisans craft each product by hand. Additionally, Solethreads takes a proactive approach to environmental responsibility, ensuring that its products are either recycled, reclaimed, or made from plant extracts.

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