Ergonomic brand Frido to provide advanced orthotic solutions supporting athlete performance, injury prevention, and recovery.
National, August 20, 2025: Frido, India’s leading direct-to-consumer ergonomic brand, has announced its partnership with JSW Sports-owned Haryana Steelers as the Official Comfort Partner for the upcoming Pro Kabaddi League 2025, beginning August 29. The collaboration underscores a commitment to integrating advanced orthotic solutions into the team’s performance and recovery strategies.
As the defending champions, Haryana Steelers face the challenge of maintaining peak agility, endurance, and strength in one of the world’s most physically demanding sports. Given kabaddi’s intense raids, tackles, and high-contact play, safeguarding knee health and ensuring faster recovery remain critical to sustaining competitive advantage.
Frido’s portfolio of kneecap supports, posture correctors, and wrist support braces will be incorporated into the team’s training and recovery regimen, offering enhanced stability, alignment support, and targeted protection to reduce injury risk.
Speaking about the association, Ganesh Sonawane, Co-founder and CEO of Frido, said:
“Kabaddi is a sport that demands explosive movements, sudden turns, and immense lower-body strength. The knees take the most impact and protecting them is crucial for both performance and career longevity. At Frido, we believe in preventive healthcare—equipping athletes with the right support before injuries happen, so they can focus on winning.”
Adding to this, Karan Yadav, Chief Commercial Officer, JSW Sports, said:
“This is the first time the Haryana Steelers have brought the kneecap category into our sponsorship portfolio, and we’re proud to do so with Frido. Kabaddi puts tremendous strain on the knees, and having a partner focused on joint care and recovery brings real value to our players. It’s a unique association that reflects our effort to build partnerships which are innovative and directly meaningful to athlete performance and well-being.”
The partnership highlights how science-driven performance gear can redefine athlete care in India, with the Haryana Steelers setting an example for integrating technology-led recovery solutions in professional sports.
About Frido:
Frido is India’s pioneering D2C ergonomic brand, focused on creating innovative products that combine science, design, and comfort to prevent injuries, enhance recovery, and improve everyday performance. Its portfolio spans orthotics, comfort gear, and wellness solutions.
