National, 20th August 2025 – Frido, India’s leading D2C ergonomic brand, has announced its association as the Official Comfort Partner for JSW Sports-owned Haryana Steelers in the upcoming Pro Kabaddi League 2025, kicking off on August 29.
More than a sponsorship, this collaboration represents the integration of Frido’s advanced orthotic solutions into the team’s performance and recovery strategy, reinforcing the defending champions’ pursuit of peak performance.
Kabaddi: A Sport That Demands Endurance and Protection
The Pro Kabaddi League is known for its high-octane, contact-heavy action, where even a few seconds of recovery can shift the outcome of a match. For the Haryana Steelers, injury prevention and faster recovery are key as they look to defend their title.
Kabaddi’s explosive raids, sharp turns, and bone-rattling tackles place immense strain on the knee joints, making joint care critical. In this demanding environment, Frido’s orthotics step in to improve stability, alignment, endurance, and recovery, ensuring athletes remain battle-ready through the season.
Frido’s Role in Enhancing Performance
Frido’s product line, including kneecap supports, posture correctors, and wrist braces, has been designed to deliver targeted protection and comfort. These innovations aim to empower kabaddi athletes with:
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Reduced risk of injury
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Faster post-match recovery
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Greater stability during high-intensity movements
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Confidence to perform at their physical best
Voices from the Partnership
Ganesh Sonawane, Co-founder & CEO, Frido, emphasized the preventive health aspect:
“Kabaddi 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.”
Karan Yadav, Chief Commercial Officer, JSW Sports, highlighted the novelty of the collaboration:
“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 that are innovative and directly meaningful to athlete performance and well-being.”
Science-Backed Performance in Indian Sport
This partnership represents a first-of-its-kind integration of orthotic technology in the Pro Kabaddi League. By embedding Frido’s gear into training, match prep, and recovery routines, the Haryana Steelers are setting a precedent for how science-led partnerships can transform athlete care in Indian sport.
About Frido
Frido is dedicated to redefining comfort through ergonomic innovation. From cushions and insoles to pillows and orthotic supports, each product is crafted to relieve pain, improve posture, and enhance daily living. With a commitment to quality and preventive care, Frido empowers individuals to live more comfortably and confidently.
👉 Discover more at www.myfrido.com
