HRX, India’s first homegrown fitness and active lifestyle brand co-owned by Hrithik Roshan, has launched its latest brand campaign, reinforcing its positioning as a versatile active and athleisure brand that combines high-performance functionality with everyday style. As a key highlight of the campaign, HRX introduces Bollywood actor Triptii Dimri as the female face of the brand alongside Hrithik, marking a strategic move to strengthen the brand’s appeal with women consumers.
The new campaign, ‘Built for Sweat, Designed for Life’ captures the essence of HRX’s vision of resonating with a rising base of Indian consumers who are embracing athleisure as a seamless part of their everyday lifestyle. Whether it’s a high-intensity workout, a coffee break, a morning run, or a dance session with your buddies, HRX is designed to support movement in every form while effortlessly adapting to everyday life's varied pace and style. Along with its active features, HRX highlights that sportswear need not be boring and basic and can be very stylish and trendy. Featuring Hrithik and Triptii across dynamic settings, the campaign film highlights HRX’s philosophy that activewear should not just perform, but should inspire confidence, comfort, style and self-expression throughout the day.
The campaign film follows Hrithik Roshan and Triptii Dimri through a series of everyday moments that seamlessly blend movement and expression, from intense workouts and yoga stretches to casual coffee runs, city sprints, and an electrifying dance face-off. The narrative is driven by witty inner monologues and subtle interplay, capturing two distinct approaches to movement, Hrithik’s discipline and control balanced by Triptii’s spontaneity, style and fluidity. Their contrasting energies converge in a high-impact dance sequence that anchors the campaign’s message: products that are built for sweat, yet designed for life. Visually sharp and fast-paced, the film uses movement as a storytelling device, positioning HRX as a brand that transitions effortlessly between high-performance and style, discipline and self-expression.
Link to the film:
HRX offers an expansive range of 15K+ styles across men’s and women’s active wear, athleisure wear, footwear and accessories. The HRX collection is available on Myntra, providing customers with easy access to a comprehensive range of performance and lifestyle essentials for both men and women.
Speaking on the campaign, Hrithik Roshan, Co-founder, HRX, said, "We at HRX have aspired to build a brand that would be the everyday companion in your journey towards health and fitness. I'm happy to be collaborating with Triptii, and welcome her to the HRX family. Together with this campaign, we hope to strengthen HRX’s positioning as a brand for everyone, designed to blend high-performance functionality with style.”
Triptii Dimri, on her first association with HRX, added, “I’m delighted to be associated with HRX at a time when the brand is expanding its focus on both activewear and athleisure in India. HRX offers styles that not only perform well at the gym but also make a statement in everyday life. I’m excited to join Hrithik in this campaign that celebrates movement, individuality, and effortless style.”
Suman Saha, CXO, House of Brands, Myntra said, “HRX has consistently been a frontrunner in the active and athleisure wear segment on Myntra. This new campaign perfectly articulates HRX's strategic evolution to meet the dynamic needs of the modern Indian customer by seamlessly blending high-performance functionality with fashion. With the addition of Triptii Dimri alongside Hrithik, we are reinforcing Myntra's commitment to offering a diverse and compelling portfolio of brands that truly resonates with our fashion-forward audience across the country. This move is key in solidifying HRX's position as a lifestyle choice, not just a fitness one.”
