PEAKLIFE

Ahead of the TATA IPL 2020, Royal Challengers Bangalore unveiled an exciting slate of new offerings for loyalists, including the 2022 Season Team Kit, RCB X PUMA Athleisure Collection Season II, online fitness product Hustle by RCB, plant-based meat with RCB Uncut and mocktail premixes through Dash of RCB, among many more intriguing announcements at RCB UNBOX—a mega launch event for fans, held at the RCB Bar & Café—in the heart of Bangalore, on 12 March 2022.

The new launches are spread across the various business verticals of the much-loved T-20 franchise cricket team, which has previously made three appearances in the finals of the tournament. These products showcase creative innovation and impressive diversity across RCB’s expansive portfolio, thus allowing fans to engage with the brand beyond the game of cricket.

Taking its bold venture into apparel a step further this year, RCB presented the 2022 Season Team Kit, which infuses the team’s emblematic red with deep blue tones, featuring a stylised lion at the intersection and metallic gold accents to add lustre. These new details represent a fervent passion and resolve for the sport. The second instalment of RCB’s Athleisure Collection in collaboration with PUMA was also launched at the event. This collection is inspired by the cosmic energies of outer space that mirror the relentless vigour of the RCB team.

In addition to the contemporary makeover, the lifestyle brand reiterated its commitment to fitness on and off the field by opening pre-registrations for ‘Hustle by RCB’, a subscription-based live and on-demand fitness solution product, which is centred around three core pillars of technology, community building, and gamification. This consumer-first product offers live group workouts, personal training, DIY workout programs, and AI-based personalised diet plans by expert nutritionists, targeted towards incorporating holistic fitness and wellness practices into the daily routine. The fitness trainers on the app include RCB players, certified professionals, and celebrity trainers.

Elaborating on the new launches, Rajesh Menon, Vice-President & Head, RCB, said, “Our performance ambition is to be the best performing, most trusted, and respected T20 franchise. Our endeavor is to make RCB a truly global lifestyle brand. This expansion in our business portfolio is the right step in the futuristic vision with the launch of Hustle by RCB[,] a live & on-demand online fitness product, NFT, plant-based meat and the team kit, athleisure, and many more. We are very excited to unfold the future of RCB brand world.”

Furthering its long-standing philosophy of sustainability, RCB announced yet another green initiative by launching plant-based meat with ‘RCB Uncut’. Plus, an exclusive range of mocktail pre-mixes under the ‘Dash of RCB’ banner, to refresh the enthralled at-home audiences. Both these products are part of the RCB Bar & Café menu and will soon be available at retail outlets. Finally, RCB is expanding into the bold new world of the metaverse by collaborating with a partner to develop a digital-first civilisation centred around cricket. Fans will soon be able to own an RCB NFT and become early settlers of this exciting new landscape.