Homegrown sports and athleisure brand Ten x You has launched its largest brand campaign to date, built around its ‘Never Stop Playing’ philosophy and featuring co-founder and Chief Inspiration Officer Sachin Tendulkar.
The digital-first campaign film is centred on the idea that people do not need to be the best at a sport to experience the joy of playing. It showcases everyday forms of movement including gully cricket, running, cycling, dance, yoga and community sports, positioning play as a part of everyday life rather than solely as a competitive pursuit.
The campaign is anchored by the thought, “You don't have to be the best in the world to feel on top of the world. Never Stop Playing,” and uses everyday moments and celebrations to highlight the confidence, joy and sense of community associated with participation.
Karthik Gurumurthy, Co-founder & Chief Executive Officer, Ten x You, said, “This campaign is rooted in a simple belief that the joy of sport should belong to everyone, not just elite athletes. At Ten x You, we’ve always believed that you don't have to be the best in the world to feel on top of the world. With ‘Never Stop Playing,’ we wanted to create more than just a brand film; we wanted to build a movement that inspires people to celebrate everyday play in whatever form they enjoy. By putting participation at the heart of the campaign and encouraging people to engage with our original jingle and share their own moments of play, we're inviting everyone to become a part of the story.”
The campaign has also gained traction on social media, with the brand claiming close to 15 million-plus engagements within 24 hours of its launch. Cricketers Prithvi Shaw and Ayush Mhatre have organically amplified the film, while creators including Rahul Dua, Saurabh Dwivedi and Yuvraj Dua have engaged with and reshared the campaign.
The campaign comes less than a year after Ten x You’s launch. The brand says it has crossed 100,000 customers in its first 10 months, with its products featuring among the top searches on marketplaces including Amazon and Myntra. It currently has an annual revenue run rate of more than Rs 50 crore.
Ten x You is continuing to expand across footwear, apparel and active lifestyle categories, with the ‘Never Stop Playing’ platform forming the central idea behind its brand positioning.
