Sachin Tendulkar has launched his sportswear and athleisure brand TEN x YOU at a grand event in Mumbai, marking his transition into the business side of sports. The brand offers products like sports shoes, T-shirts, and athletic wear, designed using his extensive cricketing experience.
The vision behind TEN x YOU is to inspire a shift in India—from being a “sport-loving” nation to a “sport-playing” one. Tendulkar emphasised that the brand is for everyone, not just professional athletes, aiming to make quality sportswear accessible and encourage daily fitness and participation in sports.
The products were developed over nearly 18 months and are based on gaps Tendulkar personally experienced during his career, especially in areas like footwear and comfort. The brand reflects his long-term goal of promoting fitness, performance, and a stronger sports culture across the country.