Ten x You, the sports and athleisure brand co-created by cricket icon Sachin Tendulkar, has made its e-commerce debut with a launch on Myntra, as it looks to tap into India’s rapidly expanding activewear and sportswear market.

The digitally native brand has gone live with over 30 footwear styles and more than 60 apparel styles, spanning cricket shoes, multi-sport footwear, recovery footwear and performance-led apparel. The range caters not only to everyday sportswear users but also to consumers aspiring to pursue sport more seriously, including professional-level cricket footwear.

Ten x You is positioning itself away from the elite-athlete-only narrative that dominates much of India’s sportswear market. Instead, it is targeting recreational and “fit-curious” consumers, focusing on comfort, accessibility and everyday usability. The company says its product development is driven by direct consumer insights aimed at addressing common barriers to regular physical activity.

The footwear range has been designed specifically for Indian foot anatomy, which is typically wider than the global average, a factor that has historically limited comfort and fit for many consumers. Apparel offerings include performance t-shirts, tanks and running shorts made with nylon-based fabrics, with features such as sweat-wicking, breathability, temperature regulation and ease of movement, enabling use across both sport and daily wear.

Karthik Gurumurthy, Co-founder and CEO of Ten x You, said the brand is focused on versatility rather than niche performance alone. “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,” he said. On the Myntra partnership, Gurumurthy added, “The launch of our collection on Myntra… 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.”

Myntra bets on sportswear’s shift from functional to lifestyle

For Myntra, the addition of Ten x You strengthens a category that has seen consistent growth. Sportswear has increasingly moved beyond functional use, becoming part of everyday wardrobes, particularly among urban consumers.

“Sportswear today goes far beyond the field; it has become a key part of everyday dressing,” said Sachin Takkar, Vice President, category management, Myntra. “With sustained momentum and repeat engagement across our sports categories, Ten x You is a timely and compelling addition to Myntra’s sports portfolio.”

According to Myntra, its sports footwear and apparel categories have recorded steady demand, with essentials such as sports shoes, t-shirts, track pants and jackets continuing to perform well. Over the past six months, more than 60% of customers in the category have made repeat purchases, indicating rising adoption and habitual use.

The launch comes amid broader tailwinds for the sector. Industry estimates show India’s activewear and athleisure segment is among the fastest-growing lifestyle categories, driven by increasing fitness awareness, the casualisation of dress codes and demand for comfort-led clothing suitable for multiple occasions.

Tendulkar remains actively involved in shaping Ten x You’s product philosophy, bringing his experience across grassroots, recreational and professional sport. The brand plans to expand its portfolio of technically advanced products across sports categories, using digital channels and marketplace data to refine offerings as it scales.