Cricket legend Sachin Tendulkar has officially launched his sportswear and athleisure brand TEN X YOU, marking his entry into India’s fast-growing sportswear market. The brand aims to make quality sports gear more accessible to a wider audience, targeting not just professional athletes but also everyday fitness enthusiasts and recreational players.
TEN X YOU is built on Tendulkar’s decades of cricketing experience, with a strong focus on comfort, performance, and practicality. The product range includes footwear and apparel designed specifically for Indian conditions, ensuring better fit, durability, and usability for local consumers. The brand reflects a “play-first” approach, encouraging people to integrate sports into their daily lives.
Beyond being a business venture, the initiative aligns with Tendulkar’s broader vision of promoting a healthier and more active India. He has consistently emphasized the need to transform the country from a sports-loving nation into a sports-playing one, motivating individuals to actively participate in sports and adopt fitness as a lifestyle.