Cricket legend Sachin Tendulkar has launched his sportswear and athleisure brand TEN X YOU, marking a new phase in his journey beyond cricket. The brand offers a range of footwear, apparel, and accessories designed for both professional athletes and everyday users, aiming to make quality sports gear more accessible.
The launch event took place in Mumbai and was attended by family members and members of the cricketing fraternity. Tendulkar shared that the idea behind the brand was shaped by gaps he observed during his playing career, particularly in sports equipment and support for young athletes. The brand’s development included an 18-month focus on creating its signature sports shoes before expanding into a broader product range.
Beyond business, the initiative reflects Tendulkar’s larger vision of promoting fitness and sports participation in India. He emphasised the need to transform the country from a sports-loving nation into a sports-playing one, encouraging people – especially the youth – to actively engage in sports and build healthier lifestyles.