Cricket legend Sachin Tendulkar has unveiled his new sports brand, TEN X YOU, with a powerful vision to transform India from a sports-loving nation into a sports-playing one. The initiative is not just about products but about encouraging a cultural shift where people actively participate in sports and prioritise fitness in their daily lives.
The brand’s first offering includes specially designed cricket shoes, developed over 18 months using Tendulkar’s personal experience and deep understanding of the game. By addressing gaps in existing sports gear, TEN X YOU aims to deliver practical, high-quality products that cater not only to professional athletes but also to everyday sports enthusiasts.
At its core, TEN X YOU promotes inclusivity and an active lifestyle for all. With the tagline “Never Stop Playing”, Tendulkar emphasises the importance of staying fit, healthy, and engaged in physical activities. Through this initiative, he hopes to inspire a fitter, more energetic generation that embraces sports as a way of life.