New Delhi, Oct. 10 -- Nearly a year after floating SRT10 Athleisure Pvt. Ltd with ex-Swiggy executive Karthik Gurumurthy, cricket legend Sachin Tendulkar formally launched his sports shoes and athleisure brand Ten x You on Friday.

Tendulkar is co-founder and chief inspiration officer of Ten x You, which debuted a series of shoes meant for professional cricketers. The brand has been testing the shoes with cricket academies and semi-professional players since March this year.

Athleisure refers to clothing with both the functionality of sports apparel and the comfort of casual wear.

Ten x You aims to bring insights, some highly technical, from the master cricketer's career. "I don't want to go by what other brands are missing out," Tendul...