Idea born from an injury, took 18 months to build
Mumbai | 10 October 2025
Cricket legend Sachin Tendulkar on Friday launched his new sports and athletic brand ‘Ten X You’ in Mumbai’s Mehboob Studio, Bandra. The event saw the presence of his wife Anjali, daughter Sara, former cricketer Pravin Amre, and current BCCI chief selector Ajit Agarkar.
Tendulkar said the brand aims to transform India from a “sports-loving nation to a sports-playing nation.” ‘Ten X You’ focuses on inspiring people to be more active by offering high-quality sports products from shoes and T-shirts to other athletic gear designed for both professional athletes and everyday fitness enthusiasts.
Sachin revealed that the brand took 18 months to develop, incorporating insights from his own sporting journey. “During my career, I often felt certain gaps in the sports gear available. With Ten X You, we’ve tried to fill those gaps,” he said, emphasizing accessibility and comfort for all users.
The idea for the brand dates back to a foot injury in 2000, when doctors advised him to use custom insoles for recovery. That experience, he said, made him realize the importance of the right footwear. Tendulkar is the co-founder and Chief Inspiration Officer of the brand, which aims to make sports a way of life for every Indian.
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