Sachin Tendulkar Unveils His Sports Brand ‘Ten X You’

With this venture, Tendulkar aims to inspire a nationwide shift — from merely loving sports to actively playing them. The brand’s philosophy centers around making quality sportswear accessible to everyone, not just professional athletes. ‘Ten X You’ will offer a diverse range of products including sports shoes, T-shirts, and other athletic apparel, blending performance with everyday comfort.

18 Months of Development and Personal Touch

Speaking at the launch, Sachin said,

“I’m thrilled to introduce ‘Ten X You’. It took us around 18 months to bring this vision to life. Every element of this brand reflects the experiences I’ve gathered throughout my cricketing journey.”

He added that the brand addresses several gaps he personally felt during his career.

“We’ve worked on products — from cricket shoes to everyday wear — that cater to professionals as well as ordinary people. You don’t have to be an athlete to use them. My mission is to see India evolve from a sports-loving nation into a sports-playing one. That’s the transformation I want to drive.”

Inspiration Behind ‘Ten X You’

The idea for the brand traces back to the year 2000, when Sachin suffered a foot injury that resisted traditional treatment methods. It was only after consulting podiatrists that he learned the crucial role of properly designed insoles and footwear in recovery and performance.

That realization stayed with him and ultimately became the foundation for his brand. As co-founder and Chief Inspiration Officer of ‘Ten X You’, Tendulkar envisions the brand as a bridge between sports and lifestyle — empowering people across ages to embrace fitness and movement as part of daily life.

“This brand is not just about products,” Sachin emphasized. “It’s about passion, purpose, and helping every Indian discover the joy of playing.