Sachin Tendulkar–Backed Ten X You Enters Online Retail with Myntra Launch

Ten X You, the sports and athleisure brand co-created by cricket icon Sachin Tendulkar, has made its e-commerce debut with an exclusive launch on Myntra. Positioned as a digitally native, consumer-first label, the brand aims to make sports and active lifestyles more accessible to everyday Indians.

Designed as a “play-first” sportswear brand, Ten X You draws on direct consumer insights to address common barriers to participation in sport. Its core philosophy centres on encouraging more people to move, play and stay active—bridging the gap between India being a sports-loving nation and a sports-playing one.

The launch on Myntra features an extensive product lineup, including over 30 footwear styles and more than 60 apparel styles. The footwear range spans cricket shoes, multi-sport shoes suitable for different surfaces, recovery footwear for running and walking, and casual options. The brand also offers professional batsmen cricket shoes and plans to expand its portfolio of technically advanced sports products.

Sachin Tendulkar’s more than two decades of experience as an international cricketer has played a key role in shaping the brand’s design philosophy. Products are developed to solve real-world comfort and performance challenges, including footwear designed specifically for Indian feet, which are typically wider than global averages, offering enhanced stability and comfort.

The apparel collection includes performance t-shirts, tanks and running shorts made with premium nylon fabrics and functional silhouettes. These are engineered for sweat wicking, breathability, temperature regulation and ease of movement, allowing a seamless transition from sport to everyday wear.

Commenting on the launch, Karthik Gurumurthy, Co-founder and CEO of Ten X You, said the brand is built to integrate effortlessly into active daily routines. He added that partnering with Myntra enables Ten X You to reach a wide audience that values both style and comfort, while promoting joyful participation in sport.

Sachin Takkar, Vice President – Category Management at Myntra, noted that sportswear has become an integral part of everyday fashion. He said Ten X You’s focus on comfort, inclusivity and community-driven play aligns well with evolving consumer preferences and strengthens Myntra’s growing sportswear portfolio.

Myntra has reported consistent growth in its sports footwear and apparel categories, with strong repeat purchase behaviour over the past six months. Industry trends also point to rapid expansion in India’s activewear and athleisure segment, driven by increased fitness awareness and demand for comfort-led clothing.

Through Ten X You, Sachin Tendulkar continues to champion a fitter, more active lifestyle for Indians, playing an active role in shaping products that balance performance, durability and everyday appeal.