Sachin Tendulkar has just launched a new sports‑wear brand called TEN x YOU, under SRT10 Athleisure Pvt. Ltd. The move follows his retirement from international cricket and his desire to keep playing for India, this time by encouraging everyday fitness and sport.
The launch, held this Friday in Mumbai, was more than a simple product reveal. Guests walked through interactive zones that highlighted how the shirts, tracksuits and especially the shoes were designed with Indian athletes in mind, from street‑kicking children to semi‑pro cricketers.
“Tennis x YOU comes from my 24‑year experience on the field,” Tendulkar told . “I want India—our youngest nation—to be fitter and to turn our love for sport into real practice. That starts at the grassroots. If we get kids playing sports, the country changes.”
The brand team—co‑founders Karthik Gurumurthy and Karan Arora—believe that insights from real players shape every design. The shoes feature a special spike that Tendulkar himself helped design to keep players stable on typical Indian pitches. The line promises comfort, durability and style for all ages and genders, using wider feet sizes and climate‑appropriate materials.
“We’re building a line that fits the Indian body and lifestyle,” Gurumurthy added. “The range covers everything from cricket shoes and training gear to everyday athleisure. Each product undergoes real‑world testing before it hits the shelves.”
With TEN x YOU, Tendulkar wants to turn India into a sports‑playing nation. By giving kids easy access to high‑quality gear, the initiative hopes to spark a lifelong habit of movement and play across the country.
Source: aninews
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