Cricket legend Sachin Tendulkar has launched his sportswear and athleisure brand TEN X YOU in Mumbai, marking a new phase in his journey beyond cricket. As co-founder and “Chief Inspiration Officer”, Tendulkar aims to build a brand that combines performance, purpose, and accessibility, targeting both athletes and everyday fitness enthusiasts.
The brand primarily focuses on sports footwear, especially cricket shoes, along with a broader range of apparel and accessories. Tendulkar revealed that the idea behind TEN X YOU was influenced by his own experiences, including dealing with a serious foot injury during his playing days, which highlighted the importance of proper sports gear.
Beyond business, the initiative reflects Tendulkar’s larger vision of transforming India from a sports-loving nation into a sports-playing one. He emphasised that sports should be accessible to everyone, not just professionals, and encouraged people to actively participate in physical activities to build a fitter and healthier society.