In a strategic and deeply meaningful alignment, premium menswear brand JadeBlue has officially appointed Indian cricket phenomenon Jasprit Bumrah as its Brand Ambassador on 30th September 2025. Alongside the announcement, JadeBlue also unveiled an exclusive signature line titled “JB x JB”, celebrating the shared identity, roots, and aspirations of both brand and athlete.

Two JBs, One Story: Roots, Identity, Resonance

What makes this collaboration compelling is not just a name or face endorsement; it is the fusion of two journeys that originate from the same soil, share the same initials, and intend to speak a unified language.

• Shared Origin – Both JadeBlue and Jasprit Bumrah trace their roots to Ahmedabad. This adds authenticity and a hometown pride dimension to the partnership.

• Initial Synergy – The initials “JB” bind them in narrative. “JB x JB” is more than a label; it is a symbol of identity, alignment, and shared values.

• Value Alignment – Discipline, consistency, humility, individually: these traits define Bumrah’s cricketing persona and echo JadeBlue’s brand ethos in craftsmanship, tailoring, and enduring style.

In the words of Jasprit Bumrah:

“Blue has always been close to me, first with India, then with Mumbai. I am delighted to represent JadeBlue; associating with the legacy brand is about connection for me, same city, same values, same initials. Personally speaking, fashion isn’t about pretending; it’s about being real. That’s what JadeBlue stands for, and that’s why this feels personal.”

Jitendra Chauhan, Chairman & MD of JadeBlue, adds:

“For us, Jasprit isn’t only a cricketer, he’s someone who represents consistency, hard work, and individuality. That’s the same spirit JadeBlue is built on.” 

The Creative Vision: Zero Gravity Communications

Zero Gravity Communications, JadeBlue’s brand and marketing partner, has brought this creative storytelling of the partnership to life. Known for impactful campaigns across Luxury & Lifestyle, FMCG, Healthcare, Real Estate, Automotive, and Education.  Zero Gravity Communications has shaped the “JB × JB” narrative into more than just an endorsement — crafting it as a movement that celebrates Ahmedabad pride, shared values, and modern style. Their approach ensures that the campaign connects emotionally with audiences while positioning JadeBlue as a national aspirational brand.

“JB x JB” Collection: Style That Speaks a Story

To mark the collaboration, JadeBlue is launching the “JB x JB” tribute collection. This will strive to mirror Bumrah’s style sensibility with JadeBlue’s sartorial strengths.

Key features of the collection:

• Versatility – Formal suits, ethnic wear with contemporary flavor, and bespoke/semi-custom lines to give personalization and exclusivity.
• Design philosophy – Clean lines, subtle details, comfort meets structure — an essence of discipline rendered in clothing.
• Narrative imbued styling – The garments are designed not just to wear but to tell: the discipline of a sportsperson, the confidence of a professional, the authenticity of identity.

Conclusion: A Bold Next Step for JadeBlue

By appointing Jasprit Bumrah as its Brand Ambassador, JadeBlue isn’t simply hiring fame; it is forging identity. The “JB × JB” collaboration is an elegant marriage of style and story, rooted in authenticity and ambition. With the strategic storytelling expertise of Zero Gravity Communications, this campaign elevates JadeBlue’s voice, transforming a local pride story into a national narrative.

If the narrative is well executed, the result will be more than better brand metrics. It can shift how JadeBlue is perceived, from a menswear label to a statement of who one aspires to become.

At Gujpreneur, we celebrate such visionary collaborations where Gujarat’s homegrown brands redefine identity and ambition on a national stage.