Joining the growing list of stars demanding a pie from the business of fashion, Sooraj Pancholi is set to launch an athleisure line of attires for fitness enthusiasts. The deal is part of his association with a sports brand, a source reveals.

"A company approached him last week to launch this line of fitness clothing. After the initial round of discussions, they decided to go ahead with the project. Sooraj will be involved in the marketing strategy and will personally look into the creation of the designs," says the source about the line that targets men between the ages of 21 and 38.