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National, 20th August 2025: Frido, India’s leading D2C ergonomic brand, is proud to announce its association as the Official Comfort Partner for the JSW Sports owned Haryana Steelers in the Pro Kabaddi League 2025, kicking off on August 29. More than just a partnership, this is a thoughtful integration of Frido’s advanced orthotic solutions into the team’s performance and recovery regimen.
The Pro Kabaddi League promises uninterrupted high-octane action, where every second of rest and recovery can tip the scales between victory and defeat. For JSW Sports and their defending champions, the Haryana Steelers, safeguarding knee health and accelerating recovery is central to their bid to retain the title. This intense, high-contact sport demands agility, strength, and precision with every raid, tackle, and sprint, putting immense strain on the knee joints. In such a physically taxing game, injury prevention and faster recovery often determine whether a player remains in thick of action or watches from the sidelines.
Orthotics play a vital role by meeting these demands by improving stability, supporting alignment, reducing the risk of injury, and aiding recovery. Frido’s range of kneecap supports, posture correctors, and wrist support braces are designed to provide targeted protection and endurance, enabling players to compete with greater confidence and comfort throughout the season.
Speaking on 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.”
Commenting on the collaboration, Karan Yadav, Chief Commercial Officer, JSW Sports, added, “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.”
This association represents a use-case-driven integration of orthotic technology in the Pro Kabaddi League, showcasing how performance gear can go beyond comfort to deliver a competitive edge. By embedding Frido’s innovations directly into training, match preparation, and recovery routines, the Haryana Steelers are setting a precedent for how science-led sports partnerships can transform athlete care in Indian sport.
