Cricket legend Sachin Tendulkar is actively promoting his new brand ‘Ten X You’ at the International Masters League, showcasing a hands-on approach to creating accessible premium sports goods.
Legendary cricketer Sachin Tendulkar is actively promoting his new sports athleisure brand, “Ten X You,” during the ongoing International Masters League. This initiative is part of his company, SRT10 Athleisure Pvt. Ltd., which he launched in collaboration with former Swiggy executives Karthik Gurumurthy and Karan Arora. The venture benefits from backing by Peak XV (formerly known as Sequoia) and Whiteboard Capital, emphasizing a unique approach to product development that integrates Tendulkar’s cricketing expertise.
Unlike typical celebrity endorsements, Tendulkar’s involvement in the brand extends significantly beyond acting as a mere face. According to sources close to the project, he has taken an active role in shaping the brand’s vision and strategy, focusing on the accessibility of premium sporting goods through local manufacturing. His hands-on approach includes extensive collaboration with design and product teams over the past six months.
The initial product lineup under Ten X You consists of athleisure apparel and footwear, primarily targeted toward cricket and training gear. Throughout the league, Tendulkar has been seen wearing prototype cricket shoes, training apparel, and even luggage from his brand. Insiders indicate that he has maintained consistent communication with his product teams, providing feedback that helps refine both design and functionality.
Tendulkar’s strategy of testing products during live competitions parallels practices seen from other sports icons. Basketball legend Michael Jordan famously debuted early designs of Air Jordan shoes during NBA games in the 1980s, a tactic that enhanced the brand’s reputation. Similarly, tennis star Serena Williams has worn her Nike-backed apparel line during Grand Slam tournaments, using real-time performance to inform adjustments to her designs.
The brand Ten X You is positioned to offer affordable, locally manufactured products, reflecting the increasing demand within India’s expanding sports goods market. Government policies promoting domestic production further support this initiative. Currently, footwear represents approximately 60% of the market, with apparel making up about 30%. Tendulkar’s venture aims to meet the growing consumer demand for premium yet accessible sporting gear.
Source: Noah Wire Services
