Cricket legend Sachin Tendulkar has launched his new sports brand, TEN X YOU, with a strong focus on promoting fitness and active living across India. The brand, developed over nearly 18 months, introduces specially designed cricket shoes and aims to deliver high-quality sports gear based on Tendulkar’s personal experience and understanding of the game.
Beyond just a product launch, Tendulkar emphasised a larger mission—to transform India from a sports-loving nation into a sports-playing one. He highlighted the need for individuals to move beyond watching sports and actively participate in them, stressing the importance of building a healthier and fitter generation.
TEN X YOU is designed for everyone, not just professional athletes, making sports more accessible to the common person. With its motivating tagline “Never Stop Playing”, the initiative encourages people of all ages to adopt an active lifestyle and integrate sports into their everyday lives, reinforcing Tendulkar’s vision of a more energetic and health-conscious India.