Sachin Tendulkar launches his sports brand ‘Ten X You’:Says, ‘I aim to transform India from a sports loving country to a sports playing country’

Former Indian cricket team batsman Sachin Tendulkar launched his sports athletic brand ‘Ten X You’ on Friday, 10 October, 2025. The launch event held at Mehboob Studio in Bandra, Mumbai was attended by Sachin’s wife Anjali and daughter Sara along with former Indian cricketer Praveen Amre and current BCCI chief selector Ajit Agarkar. The brand’s purpose is to transform India from a sports-loving country to a sports-playing nation. Additionally, the ‘Ten X You’ brand focuses on increasing people’s passion for sports and providing them with the right products that are not just for athletes but also for common people. The brand will sell sports shoes, t-shirts and several other products. It took 18 months to develop the brand At the launch, Sachin said, “Today we launched the ‘Ten X You’ brand, I am very excited for this.” He shared that it took about 18 months to develop this brand. Additionally, he has incorporated his career experiences into it. Sachin said, “We have tried to address in this brand what I felt was lacking in my career. Along with cricket shoes, we have created many products that common people can also use. You don’t need to be an athlete for this. My goal is that our country should transform from a sports-loving nation to a sports-playing nation. This is very important.” Why did Tendulkar start ‘Ten X You’? Sachin got the idea to start this brand in 2000 from an injury he suffered. At that time, he had injured his foot, which could not be treated even with injections. Then podiatrists (foot specialists) advised him to use the right insoles (support inside shoes). This is where Sachin understood the importance of proper sports shoes. Sachin is also the co-founder and ‘Chief Inspiration Officer’ of this brand. ‘Ten X You’ is not just for professional athletes, but for everyone who wants to make sports and fitness a part of their life.