Frido, India’s leading D2C ergonomic brand, has announced a landmark partnership with HRX, India’s first homegrown activewear brand jointly owned by Hrithik Roshan and Exceed Entertainment. Together, the two brands have launched their first-ever co-branded innovation — the Frido x HRX Barefoot Sock Shoe.
Both Frido and HRX share a deep belief that the future of fitness lies in returning to the fundamentals of human movement. The barefoot philosophy — focused on strengthening posture, improving balance, and reconnecting with the body’s natural rhythm — forms the core of this collaboration. By merging Frido’s ergonomic expertise with HRX’s commitment to making fitness a way of life, the partnership aims to spark a cultural shift toward mindful, natural movement in everyday routines.
Designed to replicate the natural feel of moving barefoot, the co-branded product combines comfort, support, and performance for modern fitness and daily wear. Rooted in the idea that natural movement is the foundation of true fitness, the launch reflects both brands’ shared vision of innovation and lifestyle-led wellbeing.
Emphasizing the vision, Hrithik Roshan, Founder, HRX, stated, “Movement has always been a powerful form of self-expression and transformation for me. With the Frido x HRX Barefoot Sock Shoe, we’re going back to the roots — embracing the natural strength and balance our bodies are built for. This collaboration is more than a product; it’s a call to move better, live mindfully, and reconnect with the body in its purest form. I’m proud to be part of this journey that encourages India to rediscover the power of barefoot movement.”
Ganesh Sonawane, Co-founder and CEO, Frido, added, “At Frido, our vision has always been to engineer comfort through innovation. This collaboration with HRX marks a defining moment for us, as together we are reimagining how India experiences movement. Partnering with a brand like HRX, reflects the shared belief that innovation and fitness go hand in hand.”
Afsar Zaidi – CEO, HRX said, “Partnering with Frido is a natural extension of that belief. The Barefoot Sock Shoe embodies our vision of empowering individuals to move freely and live consciously.”
Adding his thoughts, Arif Khan, Co-founder and COO, Frido, also mentioned, “What excites me most about this collaboration is how it brings two philosophies together – Frido’s focus on innovation and HRX’s passion for fitness. With HRX and Hrithik on board, we’re confident this launch will inspire a larger community to embrace the barefoot movement and make it part of their everyday lifestyle.”
The Frido x HRX Barefoot Sock Shoe will be available exclusively on Myntra and on Frido’s and HRX’s official website, bringing this innovation directly to fitness enthusiasts and lifestyle consumers across India.
With this launch, Frido and HRX aim to spark a new movement in the Indian fitness landscape, where innovation meets lifestyle, and barefoot performance becomes an everyday reality.
