Kolkata Knight Riders selects Freecultr as official casual wear partner and exclusive casual wear licensee

Company Brief

New Delhi, March 29, 2012

The Kolkata Knight Riders has selected Freecultr to develop an innovative and stylish line of apparel ranging from polos, tees, denims, shoes, and accessories. The partnership and licensing deal will see Freecultr develop the team’s travel polos and create the range of apparel to be available globally starting at the beginning of the 2012 IPL season.

"We are excited to announce our casual wear license agreement with Freecultr," said Venky Mysore, MD/CEO of Kolkata Knight Riders.

"The Kolkata Knight Riders prides itself in innovation and differentiation, and has decided to partner with Freecultr, an exciting and upcoming fashion brand that is making waves across the country, as opposed to working with a supplier. Our main objective has always been to continually keep our fans engaged, excited, and delighted and we believe this partnership will give our fans an added sense of pride as they become the brand ambassadors of the Kolkata Knight Riders," he added.

The initial product assortment will be introduced simultaneously among eCommerce (Freecultr.com, kkr.in), traditional retail, and Eden Garden concession formats, as well as away games. As part of the launch, Freecultr will introduce a line of high quality, originally designed, and affordably priced apparel that speaks to the sensibilities of the fan community. The range will include polos, tees, denims, shoes, hats, bands, and other items.

"We look forward to expanding our lifestyle brand presence within the exciting category of cricket and sports, with such a forward thinking and dominant brand as the Kolkata Knight Riders," said Sujal Shah, CEO of Freecultr. "We are confident our unrelenting focus on design, quality, and style will be a huge hit in the space and believe that the association between Kolkata Knight Riders and Freecultr is a winning partnership."

This partnership was brokered by The Wild East Group.

For further information, please contact:

Hanmer MSL Communications

Pavan Sahu

Mobile: +91 9920207218

E-mail: pavan.sahu@hanmermsl.com