Cricket legend Sachin Tendulkar has launched his sportswear and athleisure brand TEN X YOU, marking his entry into India’s rapidly growing activewear market. The brand offers a range of footwear, apparel, and accessories aimed at both athletes and everyday users, with a strong focus on performance, comfort, and accessibility.
TEN X YOU is built on Tendulkar’s decades of cricketing experience and insights gained during his career. The products are designed specifically for Indian conditions, taking into account factors like body types, playing environments, and comfort needs. The brand also emphasises making sports gear more inclusive, encouraging people from all backgrounds to adopt an active lifestyle.
Beyond business, the initiative reflects Tendulkar’s larger vision of transforming India from a sports-loving nation into a sports-playing one. Through TEN X YOU, he aims to inspire people – especially the youth – to actively participate in sports, prioritize fitness, and build a healthier, more active society.