Sachin Tendulkar has launched his sportswear and athleisure brand TEN x YOU, marking his entry into the business side of sports. The brand offers footwear, apparel, and accessories, with a strong focus on cricket-related products designed for Indian athletes.
The goal of TEN x YOU is to promote an active lifestyle across India. Tendulkar highlighted that sports can transform lives and aims to shift the mindset from being “sport-loving” to “sport-playing”, making fitness more accessible to people.
The products are developed using Tendulkar’s experience and are tailored to Indian needs, including local conditions and body types. The brand will initially focus on cricket and later expand into other sports and fitness categories.