Leading fashion, beauty and lifestyle retailer Myntra has announced the e-commerce launch of Ten X You, the sports and athleisure brand co-created by cricket legend Sachin Tendulkar, marking the brand’s marketplace debut. Ten X You officially launched in October 2025.
Built on the belief of shifting 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 seek comfort-led performance and everyday versatility. The brand focuses on a wider base of everyday players, placing comfort, inclusivity and community at the heart of its philosophy.
The launch on Myntra features an extensive range across footwear and apparel. The footwear portfolio includes professional batsmen cricket shoes, multi-sport shoes suitable for all turfs and courts, recovery shoes for running and walking, as well as casual footwear. The brand also plans to expand its portfolio of technically sound products across multiple sports categories.
Sachin Tendulkar’s 25 years of professional cricketing experience has played a key role in shaping the brand’s product design and technical innovation. Ten X You products are engineered to address common consumer pain points, with shoes specifically designed for Indian feet, which are typically wider than the global average, ensuring enhanced stability and comfort.
The apparel range comprises over 60 styles, including performance t-shirts, tanks and running shorts. Crafted using premium nylon fabrics and functional silhouettes, the collection offers sweat-wicking, breathability, temperature regulation and ease of movement, enabling a seamless transition from sport 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 witnessed steady growth across its sports footwear and sports apparel categories, with essentials such as sports shoes, t-shirts, track pants and jackets continuing to see consistent demand. In the last six months, over 60 percent of customers have made repeat purchases within the category, reflecting rising consumer adoption.
Industry reports indicate that India’s activewear and athleisure segment is among the fastest-growing lifestyle categories, driven by increasing fitness awareness, casualisation of dress codes and demand for comfort-first clothing.
Ten X You represents Sachin Tendulkar’s broader vision of encouraging India to adopt a fitter, more active lifestyle. He remains actively involved in shaping the brand’s product philosophy, ensuring every product delivers on comfort, confidence and durability, while retaining everyday appeal.
