Dec 19: Frido, India’s leading D2C ergonomics and comfort solutions brand, has announced its association as the Official Comfort Partner for the JSW Sports owned Soorma Hockey Club, supporting both the men’s and women’s teams in the upcoming Hockey India League 2025-26 season. The women’s league is set to begin on 28 December 2025, followed by the men’s league commencing on 3 January 2026. The collaboration brings together two organisations united by a shared belief that peak performance is built on consistent support, resilience and athlete well-being.
Elite hockey demands sustained physical output across compact match schedules, making recovery, injury prevention, and physical readiness critical to performance consistency over the course of the season.
As part of the partnership, Frido will equip Soorma Hockey Club’s men’s and women’s teams with its range of comfort and orthotic solutions, designed to assist players on and off the field – from match play and training to recovery routines. By extending the same level of performance and recovery support across both teams, the partnership also reinforces Frido’s commitment to supporting women in sport through equal access to science-led comfort solutions.
Speaking on the association, Ganesh Sonawane, Co-founder and CEO of Frido, said, “At Frido, we believe elite performance deserves the right comfort and recovery support. Partnering with Soorma Hockey Club allows us to extend this support equally to both men’s and women’s teams, reinforcing our commitment to empowering women in sports through meaningful, performance-led solutions.”
Commenting on the collaboration, Karan Yadav, Chief Commercial Officer, JSW Sports, added, “Our players operate in an environment where physical readiness and recovery are non-negotiable. Frido’s deep understanding of ergonomics and athlete support aligns seamlessly with our approach to high-performance sport, making this partnership a strong fit for our teams.”
The association marks another step in Frido’s growing engagement with the sports ecosystem, reinforcing its commitment to building comfort-led solutions that support performance, recovery and long-term mobility for both professional athletes and everyday users.
