Lifestyle brand boAt signs Shikhar Dhawan, Jasprit Bumrah, Rishabh Pant and Prithvi Shaw on board as their brand ambassadors and kickstarted their Sound of the Champions campaign along with existing boAtheads Hardik Pandya and KL Rahul. The ambassadors were seen promoting boAt Sports, a sports audio category with athleisure products like neckband style earphones for fitness enthusiasts.