Sachin Tendulkar's 'Ten X You' Brand Lands on Myntra

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AuthorVihaan Mehta|Published at:
Sachin Tendulkar's 'Ten X You' Brand Lands on Myntra
Overview

Cricket legend Sachin Tendulkar's sports and athleisure brand, 'Ten X You', has officially launched on Indian e-commerce giant Myntra. The brand aims to promote an active lifestyle for everyday Indians, featuring over 30 footwear and 60 apparel designs tailored to Indian foot structure and comfort needs. This move taps into India's rapidly growing athleisure market and leverages Myntra's extensive reach.

Celebrity Athleisure Arrives on Mainstream Platform

Sachin Tendulkar's sports and athleisure brand, Ten X You, made its official debut on Indian e-commerce platform Myntra on Wednesday. The launch brings the cricket legend's vision of fostering a more active lifestyle to a wide consumer base.

'Play-First' Ethos for Everyday Indians

The brand positions itself as a 'play-first' label, designed for recreational players, fitness newcomers, and consumers aspiring for an integrated approach to sport and daily life. Product development emphasizes comfort, versatility, and specific adaptations for the Indian foot structure.

Extensive Debut Collection

Ten X You's initial offering on Myntra includes over 30 distinct footwear styles and more than 60 apparel designs. The range covers professional cricket shoes, multi-sport footwear, recovery shoes, and casual wear, alongside performance t-shirts and shorts crafted from breathable, sweat-wicking fabrics.

Strategic Partnership with Myntra

Karthik Gurumurthy, Co-Founder and CEO of Ten X You, highlighted Myntra's understanding of India's fashion pulse as ideal for reaching fans. Myntra's Sachin Takkar, VP of Category Management, noted the evolution of sportswear into everyday dressing, citing sustained customer engagement in the sports category.

Market Growth Fuels Athleisure Demand

The launch aligns with India's burgeoning athleisure market, driven by increased fitness awareness and a preference for comfortable, versatile clothing. Over 60% of Myntra customers in the sports category have made repeat purchases in the past six months, underscoring robust demand.

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