TENXYOU, a purpose-driven sports and athleisure brand co-created by Sachin Tendulkar, officially launched its brand movement through a pair of films that brought to life the brand’s core belief: shifting the nation from sports-loving to sports-playing.
The films serve as a cinematic ode to the power of play by portraying how sport transcends competition. Sachin Tendulkar is portrayed as both mentor and participant, encouraging people to pick up play again and joining them on the field to show that movement is for everyone.
Karthik Gurumurthy, Co-Founder and CEO of TENXYOU, appears as the enabler in one of the films, symbolising the leadership and commitment to take this vision from belief to execution, ensuring that the brand’s mission reaches people everywhere. Phillip Limburg, Design Lead, represents the creative force behind the products, demonstrating how thoughtful design and innovation remove practical barriers to play, making sports more accessible to all.
Speaking on the occasion, Sachin Tendulkar, Co-Founder and Chief Inspiration Officer, TENXYOU, said, “India has always been passionate about sport - we are a sports-loving nation. But my dream has been to see us evolve into a sports-playing nation, where participation becomes a natural part of everyday life. To me, play is not just about athletic performance, it is about joy, togetherness, and the freedom to express yourself. With TENXYOU, our aim is to remind people that play belongs to everyone, regardless of age or background. I believe that if more people embrace play, even in small ways, it can change how we live, how we connect, and how we see ourselves.”
Karthik Gurumurthy, Co-Founder and Chief Executive Officer, TENXYOU, added, “TENXYOU was created with a very clear purpose: to enable play for all. Too often, the simple joy of play has been overshadowed by competition and records. Sachin’s vision gave us the inspiration, but it was the voices from the ground that shaped how we brought it to life. These films are only the beginning; they capture the spirit of inclusivity and the smiles that come with play. The response so far shows a genuine hunger for this shift—from just watching to actively playing—and our commitment is to build an ecosystem that truly brings joy back into people’s lives.”
