Bengaluru, Jan 16: Myntra, one of India’s leading fashion, beauty and lifestyle destinations, today announced the e-commerce launch of Ten X You, the sports and athleisure brand co-created by cricket legend Sachin Tendulkar. Marking its marketplace debut, Ten X You has a distinct proposition as a play-first sportswear brand, designed to make sport more inviting, enjoyable and accessible for everyday Indians.
Built on a powerful belief “to help shift India from being a sports-loving nation to a sports-playing one”, Ten X You is designed for recreational, aspiring and fit-curious consumers who want to move more often, stay active and reconnect with sport in a way that feels natural. The brand also has a range of professional batsmen cricket shoes and plans to expand the portfolio of technically sound products across sports. The brand focuses on a far larger base of everyday players, putting comfort and community at the centre of its philosophy.
The Ten X You launch on Myntra spans an expansive range across footwear and apparel, built around comfort-led performance and everyday versatility. The footwear portfolio includes cricket shoes, multi-sport shoes for all turfs and courts, recovery shoes for running and walking and casual footwear. Sachin Tendulkar’s 25 years of insights as a cricketer and keen observer of other sports has shaped the design of Ten x You’s products. We combine the years of his technical experience to develop unique solutions to some of the problems which consumers face. The shoes are also designed especially for Indian feet which is slightly wider than the global average making it very stable and comfortable. The apparel range comprises over 60 styles, including performance t-shirts, tanks and running shorts, crafted using premium nylon fabrics and functional silhouettes to ensure sweat wicking, temperature regulation, breathability, ease of movement and seamless transition from play to everyday wear.
Commenting on the launch, Karthik Gurumurthy, Co-Founder and CEO, Ten x You, said,
“Ten X You is built to create comfortable, versatile sportswear that fits easily into everyday active lifestyles. The brand is designed for both professional and casual play, training and daily movement. The launch of our collection on Myntra, a platform that truly understands the pulse of India’s fashion, helps our fans hit their own style centuries every single day. Its long-standing role in enabling active, healthy lifestyles makes it the ideal partner to take this idea of joyful play to millions.”
Speaking on the association, Sachin Takkar, Vice President – Category Management, Myntra said,
“Sportswear today goes far beyond the field; it has become a key part of everyday dressing. With sustained momentum and repeat engagement across our sports categories, Ten X You is a timely and compelling addition to Myntra’s sports portfolio. The brand’s focus on comfort, inclusivity and community-led play resonates strongly with evolving consumer preferences.”
Myntra has seen steady growth across its sports footwear and sports apparel categories, with core essentials such as sports shoes, t-shirts, track pants and jackets continuing to witness consistent demand. In the last six months, more than 60% of customers have made a repeat purchase within the category, highlighting the increasing demand. According to industry reports, India’s activewear and athleisure segment is among the fastest-growing lifestyle categories, driven by rising fitness awareness, casualisation of dress codes and demand for comfort-led clothing.
Ten X You is a step in bringing Sachin Tendulkar’s vision to encouraging the country to adopt a fitter lifestyle. He plays an active role in shaping the brand’s product philosophy, bringing decades of experience across grassroots, recreational and professional sport to ensure every product delivers on comfort, confidence and durability, without losing its everyday appeal.